Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Some mobile analysts mistakenly believe dollars have to flow into mobile in amounts proportionalto the amount of time consumers are spending there. That‘s not necessarily true, given theconstraints of a small screen and the hummingbird-like behaviour of mobile audiences, who flitfrom one app to another in a matter of seconds.But there is a powerful argument to be made that ad campaigns should reinforce messagesacross devices and screens in a way that feels natural to each medium.But there is a powerful argument to be made that ad campaigns should reinforce messagesacross devices and screens in a way that feels natural to each medium.―It‘s a big opportunity, because marketers want to go cross-screen,‖ says Eric Franchi, co-founderof digital advertising company, Undertone. ―Most of our campaigns are cross-screen. For one, itcreates a very easy path for marketers to dip their toes into mobile.‖But there‘s a measurement problem. In order for a cross-screen paradigm to really take hold, theability to track users and measure results across screens needs to improve.In this report, we‘ll take stock of cross-screen marketing, and dig into the measurement problem,offering a side-by-side comparison of the different tracking technologies on mobile.Cross-screen marketing demands patience and creativity in efforts to reach audiencesacross a fractured media landscape. But the payoff makes it worth it.Because of the technical complexity involved, cross-screen creates plenty ofopportunities for companies to help advertisers design and implement campaigns.The problem of attribution — knowing which ad on which device generated a sale orother desired actions — is the greatest barrier to cross-screen.Much of the data needed for effective targeting is dispersed in different databases orbelongs to different players in mobile, digital, and broadcasting, limiting the ability of bigdata tools to predict how users will interact with content across devices.Click here for all the charts and data associated with this report in Excel→Click here for the PDF version of this report→Whether it‘s anonymous real-time tracking of individual users and their behaviour, or aggregatemeasurements of audiences after a certain time interval, data is essential to success.23