Investments in multiscreen advertising continue to rise, but a study from Jivox suggests that marketers still don't know how to dig out the deep data required for successful campaigns. Lack of technology and skill as well as high costs contribute to the slowdown.
The survey found that investments in multiscreen ads continues to rise. In fact, the percent of advertising's investments in multiscreen ads has increased to more than 75%, but the biggest issue remains the ability to mine the data. Advertisers say they still face challenges when capturing data. More than 60% of marketers participating in the Jivox study said they do not get the level of insight needed for multiscreen campaigns, and 47% don't know the channels performing best.
In fact, more than 60% of advertisers said they do not get the level of insight needed for their multiscreen campaigns, and as such miss opportunities to refine targeting and increase the effectiveness of their campaign.
Diaz Nesamoney, founder and CEO of Jivox, said too many advertisers fail to realize that nearly one-third of interactive ads render as "static fallbacks" on mobile devices, which negatively impacts the return on investment and key performance indicators for the campaign.
Of the survey respondents who are not running multiscreen campaigns, 51% blamed lack of adequate technology and 28% identified high cost as the primary deterrents. The participants also names lack of skill,at about 21%. Some 90% of marketers said their agencies will spend more on mobile in 2014, and selected Apple's iOS platform as the best performing by approximately 64% of advertisers surveyed.
More than 60% of advertisers said they do not gain the level of insight needed for their multiscreen campaigns, and as such miss opportunities to refine targeting and increase the effectiveness of their campaign.
The survey includes responses from more than 130 participants at leading ad agencies such as Digitas, MEC Global, Mindshare, MediaCom, Omnicom Group, Starcom MediaVest and Zenith Optimedia.