Mobile Ad Spend, Influence Continuing to Grow

(Before It's News)

Savvy marketers are looking to mobile to reach the always-on, always-connected consumer and are leveraging this medium to deliver personalized ads, offers, and experiences in 214, according to Impact Radius, Santa Barbara, Calif. The company’s survey of marketing executives found that online ad spending, including mobile ad spending will be about $133 billion this year.

Mobile advertising, mobile security, mobile payments, mobile commerce and related subjects will be the topics of conversation at The Mobile Payments Conference – Mobilizing for Retail Oct. 6-8, 2014 at the DoubleTree – North Shore Conference Center in Skokie, Ill.

Attribution continues to be a hot topic and key initiative among mobile marketers, according to the Impact Radius, which says on a company blog: “It has become clear that looking beyond last click is key to understanding conversion triggers and valuable channels. Finally, productivity and collaboration is forever a focus with executives and managers evaluating processes and tools that will break down barriers between teams and departments to save time and money.”

Among other survey findings:

Offering the best mobile experiences to customers is very important to marketers. Thirty-four percent have made it a priority to improve customer interactions on all mobile devices this year.

• Forty-nine of marketers increased their mobile ad budget in 2014.
• Two-thirds of marketers believe accurate and comprehensive revenue attribution is of high importance
• A majority of marketers have historically relied on last click credit; however, 54 percent are considering alternative methodologies to better understand the true value contributed by each channel.
• Fifty-five percent of marketers use four or more different platforms to manage their marketing efforts, introducing inefficiencies across departments. As a result, 42 percent of marketers have made it a priority to save time and money by finding better tools that support productivity and collaboration.

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