Report: Fewer Marketers are Confident in Ability to Measure Mobile Ad Efforts

Although marketers are now deploying mobile advertising campaigns in areas such as search and social media, new research suggests that they are having trouble measuring the metrics associated with these types of efforts.

Forrester and Yieldmo recently published the “Attention 2.0: Enhancing Ad Measurement Beyond Clicks and Viewability” report, and statistics showed that only 40% of marketers are confident in their organization’s ability to measure the conversion rate of their mobile advertising efforts. The same percentage said they were confident in their company’s ability to gauge impressions.

Only 38% of marketers claimed that they were sure of their organization’s ability to measure smartphone interactions, and 30% said the same about viewability percent. Just 24% stated that they were confident in their company’s ability to gauge click-through rates from their mobile advertising efforts.

The Turn Toward Mobile Marketing

Despite the challenges associated with measuring the efforts of mobile marketing, previous research shows that these types of campaigns continue to pay off for many marketers.

Wpromote conducted the “2019 State of B2B Digital Marketing” report, and statistics showed that for the majority of marketers (30.13%), up to 20 percent of their traffic comes from mobile.

Approximately 27.48% of marketers state that between 21 and 40% of their traffic comes from mobile, while 24.83% say that between 41 and 60% of their traffic is derived from this channel.

Because of this growing trend, 28.15% of marketers claim that they already have a company website that is mobile-responsive.