Transparency a barrier to mobile campaigns

Mobile: transparency remains a barrier to campaigns
Mobile: transparency remains a barrier to campaigns

Lack of transparency and adequate tracking of mobile ad campaigns are the largest barriers to advertisers running campaigns, according to third-party mobile ad platform StrikeAd.

The research, conducted by Mobile Squared for Strike Ad, quizzed 46 media agencies about their attitudes and experiences of mobile campaigns.

When asked about the hurdles to overcome in order to speed up mobile planning and buying, 60.9% cited tracking as an important issue, 45.7% said mobile standardisation was an issue, and 41.3% said understanding of the mobile medium was a factor.

StrikeAd's chief executive Alex Rahaman said media agencies need to be more transparent with data to give brands confidence.

For mobile spends to increase "significantly", 56.5% said unique user tracking was the barrier that needed to be overcome and 52.2% said third-party ad serving was an issue.

Overall, 23.9% of agencies said mobile is not an important component of brand campaigns, while 41.3% sat on the fence, and 34.8% viewed mobile as an important component.

Mobile campaigns are winning larger spends, with the proportion of campaigns costing more than £100,001 in 2010 tripling to 6.5% compared to the year before.

All agencies expected spend on mobile campaigns to increase in 2011 and 21.7% expected spend to increase by more than 30%.

Rahaman says mobile remains a "test medium" for many, with brands experimenting with campaigns in the same way as they did with the internet 10-years ago.

However, he says response rates via mobile, and particularly tablets, are far higher then web-based campaigns.

He said: "Campaigns have high click-through rates of between 0.5%-2% compared to 0.1% for the internet, which shows consumers are more receptive."

Campaigns run on tablets frequently hit 2% click-throughs "the mobile web now has 20 million unique users, which is two thirds the size of the web," he said.

To take advantage, Rahman says brands need to be more engaged, but certain barriers remain to running more campaigns.

He said: "On the media side we need some transparency. On the web planners and buyers are used to the eco-system. Mobile is now expected to deliver.

"Media guys need to improve transparency and give tools to make tracking easier. Brands should then be pleased. More targeted campaigns will mean improved ROI."

Now is a good time for brands to get into mobile campaigns because they are so cheap, "price has been driven down by the supply of space, but the demand just isn't there."

Campaigns should be simpler to run on mobile, because there are a handful of buying points, compared to around 400 on the web. "Mobile is smaller, so smaller sites are aggregated into Admob, say. The issue is tracking so you know what you are buying."

This backs up research that claims that retailers are convinced by mobile, but have been reluctant to engage with this medium.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug