Commentary

Attribution And Conversion Headaches For Small Screen Advertisers

According to a recent eMarketer report, mobile accounted for more than half of digital ad spending in 2015, and marketers continue to see increased value in mobile advertising. While there are benefits, there are challenges too, according to Q3 2015 research.

An AdRoll study finds that 41% of US marketers said the lack of attribution transparency was one of the biggest challenges of mobile advertising. Additionally, more than a third of respondents said that users or consumers not converting on mobile is another challenge. Lack of analytics tools and the inability to connect mobile and desktop users were also some of the biggest challenges of mobile advertising, according to marketers.

Biggest Challenges of Mobile Advertising (% US Marketers)

Challenge

% of Respondents

Lack of attribution transparency

41%

Users/consumers don’t convert on mobile

37%

Lack of analytics tools

24%

Inability to connect mobile and desktop users

15%

Inability to integrate mobile with other digital campaigns

9%

Source: AdRoll/Qualtrics, January 2016

Mobile devices, smartphones in particular, are not the easiest screens to monetize, says the report. According to research from AdMonsters, the smallest screen (Smartphone) is the one that cause the most trouble says two-thirds of US publishing professionals.

Tablets and over-the-top (OTT) and TV screens also caused issues for a fair number of respondents, but were not as much of an inconvenience as smartphones were.

Type of Screen Causing Most Monetization Trouble (US Publishing Professionals; % of Respondents)

Device

% of Respondents

Smartphone

66.7%

Table

14.5%

OTT/TV

13.0%

Desktop

5.8%

Source: AdMonsters, November 2016

For additional information from eMarketer, please visit here.

 

 

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