Report: More would run cross channel if mobile metrics were better

Mobile metrics are holding many marketers and brands back from running cross channel campaigns. That's the takeaway from a new 4INFO and Acxiom report, which shows nearly all (93%) of marketers would push more ad dollars cross-channel if mobile measurement was better.

by Kristina Knight

"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."

Some interesting takeaways from the "Master Mobile Measurement to Unleash True Cross-Channel Advertising." include:

• 42% say they can't 'accurately target' the same users across channels
• 13% say they are 'very confident' in cross channel measurement
• 18% say they're 'very confident' in measuring the ROI of mobile campaigns
• 86% say they'll increase cross channel campaigns this year

"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."

Image via Shutterstock

Tags: 4INFO, Acxiom, cross channel ads, cross channel marketing, mobile advertising, mobile marketing