Ninety-Three Percent of Marketers Would Run More Cross-Channel Campaigns in 2014 if They Were Able to Effectively Measure Mobile Advertising Performance According to New Commissioned Research from Acxiom and 4INFO
LITTLE ROCK, Ark., Sep. 8, 2014, Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and software-as-a-service company, and 4INFO, a mobile advertising technology company, today released the findings of their joint study “Master Mobile Measurement to Unleash True Cross-Channel Advertising.” According to the commissioned study conducted by Forrester Consulting on behalf of Acxiom and 4INFO, marketers “lack the confidence required in their cross-channel advertising programs to understand the program’s value and justify higher investment.” Results indicated that improved mobile advertising measurement would significantly increase the investment in, and execution of both mobile and cross-channel advertising campaigns among the 100 U.S. digital marketing decision makers from consumer-facing brands surveyed.
Increasingly advertisers are beginning to respond to the major consumer behavioral shifts driven by the explosive growth in mobile adoption, yet the immature mobile advertising ecosystem continues to present significant challenges in targeting and measuring mobile campaigns. Ultimately, this impedes cross-channel marketing’s full potential. This was clearly evidenced in the findings with 93 percent of marketers surveyed citing that they would have run more cross-channel campaigns this year if they had been able to effectively measure their mobile advertising performance.
According to the research, personalized targeting is the first step in effective cross-channel campaigns, as marketers must be able to reach the right consumer with their message and then track their subsequent actions across channels. While marketers hoped to accomplish this today, a surprising 42 percent cited the inability to accurately target the same user across channels as a top challenge, and this hinders the ability to then accurately measure the return on ad spend (RoAS). These challenges erode marketers’ confidence, with only 13 percent feeling very confident in their ability to measure cross-channel.
Mobile has been a key component of cross-channel attribution and yet it presents the greatest obstacle today. The majority of marketers are still in the early phases of their mobile measurement efforts. The inability to collect the right metrics to show the impact of mobile advertising results in only 18 percent of marketers feeling very confident in measuring the ROI of their mobile efforts. This, in turn, is also holding back mobile advertising spend.
The vast majority (86 percent) of marketers surveyed plan to increase the number of cross-channel campaigns they will run this year. The survey results also indicated that if they were able to effectively measure their mobile advertising performance against the metrics they care about, 86 percent of marketers would have increased mobile ad spending for 2014.
“The consumer has already voted with their eyeballs and wallets, and their attention span on their mobile devices,” said Josh Herman, vice president of partner and product strategy at Acxiom. “The key now is helping the advertiser catch up to that ubiquitous consumer behavior in a way that gives them empirical confidence that the mobile ads they bought found their audience and impacted sales. The ability to both successfully identify the same consumer across channels and accurately measure the return on ad spend (RoAS) of cross-channel efforts will be essential for marketers as advertising spans across mobile and beyond.”
“For marketers to feel confident in their mobile advertising they clearly want to see more meaningful metrics in the form of actual sales lift or new account openings, which really underscores a disconnect between brands and their agencies,” said Chuck Moxley, CMO of 4INFO. “The brands see the connection to revenue as an absolute imperative, and they want to stop their over-reliance on traditional campaign metrics and KPI’s like CTR, app downloads and page views.
“Agencies will look at this data as a wake-up call – and effectively use the business metrics their clients are demanding,” said Moxley.
Enabling this mindset shift will require marketers to:
- Enable personalized targeting with enhanced targeting capabilities.
- Focus on meaningful mobile advertising objectives and metrics.
- Invest in the right tools and technologies that provide a unified view of the consumer.
Download the “Master Mobile Measurement to Unleash True Cross-Channel Advertising” study and its takeaways for marketers.
4INFO is a leading mobile technology company enabling brand advertisers to unlock the power of mobile to achieve ROI that matters most: sales lift at the cash register. A privately held company, 4INFO’s brand ad revenue tripled in 2013 over 2012 – and continues to experience exponential growth. 4INFO’s patented mobile technology has tied 152 million mobile devices to 101 million U.S. households. 4INFO’s flagship product — AdHaven Bullseye– enables advertisers to target consumers with the same precision as online and direct mail advertising. AdHaven Bullseye anonymously matches mobile device data to household-level purchase data providing the ability to measure actual sales results from a mobile ad spend. Launched in March 2013, 4INFO’s AdHaven Bullseye has already powered mobile ad campaigns for more than 140 national brands with impressive accuracy and results: average sales increases of 7.5%, ROI averaging 382% and as high as 823%, and market share increases at the expense of competitors. 4INFO collaborates with the most trusted 3rd party data providers of purchase and lifestyle data — including Acxiom, Nielsen, and Nielsen Catalina Solutions. On the forefront of mobile innovation since 2004, 4INFO is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, Chicago and Boston. Learn more at http://www.4INFO.com.
Acxiom is an enterprise data, analytics and software-as-a-service company that uniquely fuse trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of Acxiom Corporation.