The analytical firm eMarketer conducted a study. The results showed that mobile advertising sellers do not always understand what drives their audience.
Only 51% of mobile advertisers know what their products’ user engagement and ROI indicators are. Only 37% know in which cases buyers use a smartphone, and in which cases they use a tablet, and what is the difference for the advertiser. We are sure which device the potential buyer uses – 70%. How do I know that a user has launched an application from a tablet once, and another time from a smartphone? About 13% of advertisers do not know this.
Why is this happening? The reason is the lack of tools to track the effectiveness of mobile advertising campaigns.
Earlier, eMarketer had already come to a similar conclusion after analyzing the growth rates of the mobile advertising industry. Then the company reported that spending on mobile video advertising is not growing as fast as one might expect – precisely because there are so few ways to track how effectively mobile advertising works.
Source: http://www.mobyaffiliates.com
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