There have been many knocks on mobile, but its value is infrequently in doubt, particularly at this early stage. But there is evidence that brands might not be getting the return they hoped for with mobile.
According to a recent study by The Relevancy Group commissioned by mobile ad company Pontiflex, most mobile marketers from the nation’s largest brands aren’t happy with their mobile advertising campaigns. The study found that 56 percent of a pool of 363 senior marketers from major brands reported that they were dissatisfied with their click-based campaigns’ ROI or would not use click-based campaigns in the future.
A significant minority of those surveyed stated that they would not increase mobile ad spending this year because of low ROI (43 percent), with 93 percent stating that they would increase spending if ROI improved. The majority of marketers surveyed devoted less than 20 percent of their digital advertising budget to mobile marketing campaigns (68 percent).
“On mobile, click-based ad units aren’t valid options for mobile marketers focused on increasing ROI,” said David Daniels, CEO of The Relevancy Group. “Mobile advertising requires a dramatic shift that is both focused on and respectful of the user – honoring a good experience with meaningful engagement.”
The study also reported that 73 percent of marketers looked at improving mobile ROI as a priority, with 53 percent viewing building a mobile social community and increasing email sign-ups (54 percent) as major goals for their mobile campaigns.
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.