Mobile Marketers Have Difficulty Tying Ad Exposure to Sales

Marketers cite measurement and attribution as the most challenging aspects of mobile advertising. Marchex, a mobile advertising analytics company, and Digiday released the ‰ÛÏState of the Industry: How Mobile is Changing Marketing‰Û report and found that almost two-​thirds of U.S. marketers said mobile coupons were the most effective method for attributing in-​store purchases to mobile ads.

To understand the changing mobile environment and how companies are fine-​tuning their priorities to adapt to this new landscape, Marchex and Digiday surveyed marketing agencies, publishers and brands. The findings show that mobile is closing the gap between digital exposure and real-​world sales, with companies increasingly focusing their advertising efforts on in-​store purchases or phone calls. At the same time, the survey finds that the inability to tie advertising exposure to sales is the biggest challenge in today‰Ûªs mobile ecosystem.

Below are some of the key findings from the survey:

  • Respondents are more likely to call mobile advertising measurement and attribution (the ability to tie mobile ad exposures to sales) ‰ÛÏvery challenging‰Û or ‰ÛÏchallenging‰Û (56 percent) as opposed to scale (39 percent) or transparency (37 percent).
  • More than 60 percent of respondents‰Ûª sales come through offline sources, either in-​store or over-​the-​phone sales.
  • Nearly half of those polled cited driving in-​store purchases as a desired outcome of mobile marketing, and 40 percent cited click-to-call.
  • More than 60 percent of respondents indicated that a consumer‰Ûªs location weighs heavily when determining what content or information to serve them through their mobile device.
  • Marketers consider call analytics as the most effective method for connecting mobile ad exposure to purchases via inbound phone calls.

‰ÛÏAs mobile advertising budgets continue to grow, we‰Ûªre seeing brands and agencies demand more accountability,‰Û said Pete Christothoulou, CEO of Marchex. ‰ÛÏThese results confirm that effective measurement and attribution of mobile advertising is a major challenge, and we anticipate growing demand for analytics solutions that can connect mobile behavior to real-​world, offline actions.‰Û

In 2015, 40.5% of U.S. companies with more than a hundred employees will use mobile coupons for marketing purposes, eMarketer estimates in Mobile Coupons Effective Way to Link Mobile Ad to In-​Store Purchase. By 2017, that number will grow by 7.5 percentage points, says the report.

eMarketer also reports, 80% of U.S. adult mobile coupon users will redeem a coupon or code via their mobile device for online or offline shopping in 2015. And, in 2017, more than 90% of adults will do so, projects the study.

Knowing more about consumers who ARE using digital coupons could really benefit your advertisers. So here ya go. AudienceSCAN reports 42% of shoppers got coupons and/​or discount codes off the Internet in the past 30 days. 32% are using iPhones and they are 47% more likely than average consumers to use their smartphones to look up business info or locations. In the past 6 months, 41.3% have used their smartphones or tablets to redeem or download a coupon. Also, 13% of Digital Coupon Users have used mobile devices to redeem or purchase a Daily Deal. It's important to think about how these shoppers will ask cashiers to scan the coupons they receive via email from their phones. In fact, 37% have taken action after getting emailed ads in the past 30 days.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.