Question

Although mobile advertising makes up a small percentage of online advertising, it is one of the...

Although mobile advertising makes up a small percentage of online advertising, it is one of the fastest-growing advertising channels. But one obstacle is measuring return on investment in mobile. How are marketers measuring the return on investment in mobile advertising? Develop a propolsa suggesting metrics marketers should use to measure effectiveness of mobile advertising.

Business   Operations-Management   
0 0
Add a commentTranscribed image text
Next >

Homework Answers

Answer #1

Marketers are measuring return on investment in mobile advertising by collecting and collating data related to mobile advertisements, the conversions, consumer demographics and source which prompted the user to check the specific advertisement. A proposal suggesting metrics marketers should use to measure effectiveness of mobile advertising needs to include

  • the industry type whether it is entertainment or consumer durable product or FMCG. The advertising mix that the brand of a particular industry also needs to be considered to check the attribution of the source which led to the click on the advertisement .
  • The metrics to measure the ROI on mobile advertisements needs to include details like the format of mobile advertising, whether it is a video or banner advertising which is yielding better results or more ROI. The context of video or banner ads also need to be considered as magazines or blogs can have banner ads that are successful while mostly video ads are more successful.
  • Mobile advertising is done through in-app ads. Metrics for measuring ROI should include the cost of advertising campaign for mobile, the cost of each ad group in a mobile advertising campaign, cost for creative formats, geographies and ad publisher and respective sales volume from each of them.
  • The size of the ads, the depths and the frequency can also be considered while measuring the ROI of mobile advertising.
  • Mobile vendors can connect the personally identifiable information of individuals to advertising servers to collect data for amall market sizes, the individuals are targeted with specific ads to check the response and collect information about media preferences, behavioral and attitudinal characteristics.
  • If the ad messages are more recent and relevant like connected to an event in a specific location, it can impact the ROI of the ad leading to quick conversion. Thus context od specific use and recency of the ad also matter for restaurants, hotels, live performances etc.
0 0
Know the answer?
Your Answer:

Post as a guest

Your Name:

What's your source?

Earn Coins

Coins can be redeemed for fabulous gifts.

Log In

Sign Up

Not the answer you're looking for?
Ask your own homework help question
Similar Questions
One of the American Marketing Association's definitions of marketing says it's "a set of processes for...
One of the American Marketing Association's definitions of marketing says it's "a set of processes for creating, communicating, and delivering value to customers." When consumers calculate the value of a product, they look at the benefits and then subtract the price to see whether the benefits exceed the costs, including the cost of driving to the store or shipping fees if they buy the product online. Whether consumers perceive a product as the best value depends on many factors, including...
CASE: Advertising Experiments at RestaurantGrades Shirley A. Critic is the founder of RestaurantGrades (RG), a restaurant...
CASE: Advertising Experiments at RestaurantGrades Shirley A. Critic is the founder of RestaurantGrades (RG), a restaurant review platform (similar to Yelp or TripAdvisor) with an impressive stock of online reviews written by ordinary restaurant-goers.Shirley is happy with the company’s growth and position in the industry, and has compelling evidence that RG reviews have an important influence on the restaurant choices people make. However, doubts have been raised about the efficacy of the company’s main source of revenue—selling ads to restaurants....
The traditional communication process has undergone a transformation, evolving from a one-to-many structure to many-to-many. This...
The traditional communication process has undergone a transformation, evolving from a one-to-many structure to many-to-many. This evolution was made possible by the emergence of the Internet as a medium, which changed the way companies connect with their consumers (Hoffman & Novak, 1996), and opening space for new behaviors based on interactions and experiences (Lamberton & Stephen, 2016). This change has even generated a questioning about the future of traditional advertising (Kumar & Gupta, 2016; Schultz, 2016) since companies must deal...
Wal-Mart Online Wal-Mart is one of the largest companies in America. It is definitely the largest...
Wal-Mart Online Wal-Mart is one of the largest companies in America. It is definitely the largest retailer, both in terms of the number of stores (8,970 worldwide in 2011) and the level of sales ($419 billion from the 2011 Annual Report). By pushing suppliers to continually reduce costs, Wal-Mart is known for pursuing low prices and the stores often attract customers solely in-terested in lower prices. With Wal-Mart’s expansion into groceries, the company has be-come the largest retail grocer in...
PLEASE ANSWER THEM ALL, WILL GIVE THUMBS UP 1) Which Statement is True? a) ABC Corp....
PLEASE ANSWER THEM ALL, WILL GIVE THUMBS UP 1) Which Statement is True? a) ABC Corp. has a return on investment (ROI) of 12% and a weighted average cost of capital (WACC) of 11%, while XYZ Corp. has an ROI of 10% and a WACC of 8%. In this situation, XYZ is performing better than ABC because XYZ is generating a higher Economic Value Added (EVA) b) If you were super rich and had a huge portfolio of stocks that...
Answer these questions for the case study: Purple Innovation, Inc.: The Online to Offline Marketing Challenge...
Answer these questions for the case study: Purple Innovation, Inc.: The Online to Offline Marketing Challenge (a) Delineate what marketing data analytics and metrics were used by Purple Innovation, Inc to assess the effectiveness of their marketing actions and marketing campaigns. (There are many.) Within your answer, provide the type of analytics and /or metrics and for each one, and, for each one, an example of specific dollars, numbers, percentages that were provided in the case. (Be sure to include...
Company Case Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars In the spring of 1950,...
Company Case Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars In the spring of 1950, the teenage daughter of Allstate general sales manager Davis Ellis was stricken with hepatitis shortly be- fore she was to graduate from high school. The worried executive arrived home from work one evening just as his wife returned from the hospital where their daughter was admitted. As he met her at the front door, his wife reported, “The hospital said not to worry. ....
Pick 4 questions to answer that you feel confident that you picked the correct answer Regarding...
Pick 4 questions to answer that you feel confident that you picked the correct answer Regarding setting the budget for integrated marketing communications options: - all-you-can-afford approaches involve setting objectives and then specifying tasks needed to achieve them. - incremental technique tries to set budgets based on other firms’ decisions. - competitive budgeting establishes the same budget year after year. - percentage-of-sales methods tend to ignore the promotion-causes-sales relationship. Many advertisements work primarily through recognition which means - that the...
What are your top 3 take aways from this article? Technology is no longer just for...
What are your top 3 take aways from this article? Technology is no longer just for geeks. The internet has changed everything, including marketing. Be they small, medium or large, social media grants all companies an equal playing field on which to organically reach new customers. However, success will always ride on the marketing strategy employed. Obviously, larger companies have the advantage of bigger budgets and more resources. But that doesn’t mean social media for small business owners can’t compete...
Pandora is the Internet’s most successful subscription radio service. As of June 2013, it had over...
Pandora is the Internet’s most successful subscription radio service. As of June 2013, it had over 200 million registered users (140 million of which access the service via a mobile device) and over 70 million active listeners. Pandora now accounts for more than 70% of all Internet radio listening hours and a 7% share of total U.S. radio listening (both traditional and Internet). At Pandora, users select a genre of music based on a favorite musician, and a computer algorithm...
ADVERTISEMENT
Need Online Homework Help?

Get Answers For Free
Most questions answered within 1 hours.

Ask a Question
ADVERTISEMENT