Wall Street Journal
Digital ad dollars are on the rise but marketers still question whether it is truly working. One major frustration point for marketers is measurement. In fact, according to a new study by WPP agency Millward Brown Digital, more than 70 percent of marketing executives polled said they would increase their spending on mobile, digital and social platforms if there were better ways to measure return on investment. Stephen DiMarco, Millward Brown Digital’s president said, “Marketers are looking for the shortest path to ROI possible. They want to attribute a media purchase, whether it’s on a TV network, digital property, or a sale. Variables from quality of creative to the choice of the media property whether it was online or traditional to the retail experience to promotions and coupons to even inventory available– it’s all going to impact ROI.”
Tim Armstrong, Aol’s CEO, is looking to take his ad-tech investments mobile. AoL was purchased last month by Verizon but is reportedly in talks to acquire the mobile-advertising company Millennial Media. The deal would demonstrate that Verizon has given Aol the green light to further expand its programmatic business to compete with other ad-tech companies like Google and Facebook, which account for roughly one-third of all digital ad-spending. Interestingly, according to eMarketer, mobile advertising is expected to account for 49 percent of all digital ad spending in 2015 and 72.2 percent by 2019.
Google recently came out with a study about “mobile moments,” highlighting those instances throughout a person’s day when they are using their phone to do something that a marketer might care about, from making a purchase, to watching a video or downloading an app. The article highlights five mobile innovations that should be included in every marketer’s plan. These include beacons, mobile payments, mobile wallet, biometric data and wearables. Most importantly, marketers must be prepared to take advantage of all of the new data, conveniences and connections that a mobile device offers a consumer in order to stay credible and relevant.
“Mobilegeddon” is upon us. In fact, Google updated its algorithm to reward mobile-friendly websites a few months ago. Shifts like this should come as no surprise to marketers. Mobile is now an abiding preference, not only for research and online shopping, but email as well. In fact, mobile email clicks and revenue are at an all-time high. This article provides tips for marketers looking to create meaningful interactions with target audiences via mobile.
Marketers are responding to consumer demand for personalization through real-time efforts. In fact, Evergage found that 58 percent of marketers worldwide used real-time personalization—defined as data-driven personalization completed in less than 1 second. Among the 42 percent not using it, nearly eight in 10 intended to do so within the next year. Websites were the main channel for real-time personalization, cited by 44 percent of users. In comparison, just 17 percent used mobile websites. Marketers lagging behind need to get up to speed as Evergage found that real-time personalization had big payoffs across the board, and the biggest involved customers. Nearly three-quarters cited increased visitor engagement as a main benefit from real-time personalization, and 54 percent also said it improved the customer experience.