Measurement the biggest barrier to mobile advertising

Measurement the biggest barrier to mobile advertising
SHARE
THIS



A “two speed digital economy” is emerging in Australia, according to new research by TNS and IAB Australia.

The second Annual IAB/TNS Mobile Landscape Study found that 75% of agencies and advertisers said publishers without a strong mobile presence risk becoming less relevant to advertisers.

Experienced mobile marketers using more sophisticated metrics said they were open to increasing their mobile budgets, but measurement was identified as a major barrier.

The lack of measurement and tracking metrics has increased from 17% to 25% to become the largest issue facing mobile advertising.

Alice Manners, CEO of IAB Australia, expects expenditure for mobile ads to increase to 20% in 2014, and account for 25% of the digital display market.

The recent PwC Online Advertising Expenditure Report found mobile advertising represented 14% of digital spend in the final quarter of 2013.

Gai Le Roy, director of research at IAB Australia, said: “It is noteworthy that we’ve closed the gap in terms of advertisers’ understanding the importance of mobile, and the challenge before us now is to address measurement, which is something the IAB is deeply invested in.” 

Other kind findings include the expectation that almost 100% of campaigns will have mobile components by 2016.

Marketers also said they were more comfortable with mobile web then apps.

The study surveyed more than 100 media and marketing professionals in the digital industry, with a 50:50 balance between buyers and sellers.

Please login with linkedin to comment

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.