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.

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.
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