How can we measure the boom growth in mobile advertising?
Well, we can run the aggregate numbers: a new report from the Interactive Advertising Bureau says that marketers in the U.S. spent $36.6 billion on mobile ads in 2016. For the first time, ads delivered to smartphones and tablets accounted for more than half of all digital ad spending.
You can look at percentage growth: annual mobile ad spending rose 76.8% over 2015 – accelerating the already stupendous growth rate of 65.6% between 2014 and 2015.
Or you can break it down to the human-sized dimension of per capita ad spending. Advertisers spent an average of $39.32 per American in the mobile realm during 2014, $64.41 in 2015 and $112.92 in 2016. Meanwhile, eMarketer estimates that mobile ad spending will reach $50 billion for 2017 -- a 36.6% growth rate.
It's easy to understand why mobile advertising is taking off -- that's where consumers are; therefore, it's where marketing must be. But do advertisers really know how well their campaigns in the new mobile frontier are doing?
Until now, there hasn’t been a clear answer to that. But given the rising stakes, advertisers can’t afford to be foggy about whether those billions of dollars are hitting the bullseye and driving consumers along the path from awareness to interest to purchase.
There is, in fact, a way to cut through the fog – a research method that’s intrinsic to the same phones on which all those ads are appearing. Each phone has its own distinctive Advertising ID, and researchers who use Ad IDs will acquire a beacon of clarity through the fog. By following best practices in mobile ad measurement, advertisers can learn whether they’re getting the most from the goldmines they’re staking on smartphone users getting the message.
Stay tuned for more tomorrow on how you can access the advanced technology and best practices that MFour is pioneering to measure the effectiveness of mobile ads. And if you just can’t wait, that’s OK – feel free to get in touch right now at firstname.lastname@example.org to set up a one-on-one demo at a convenient time.