Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

The technical hurdles are formidable.Cookies used to track user clicks on PCs do not migrate across devices.Simply tracking user behaviour within the mobile space can be a challenge. For example, a useron a single device using an app and a mobile Web site can look like two separate individuals tosome ad networks.Privacy concerns are also important factors. Typically, users are tracked anonymously, meaningtheir devices are issued identifying numbers and tracked without the data being matched to theirnames, addresses, or phone numbers.However, because hackers have succeeded in the past at pairing device ID numbers to specificuser information, consumers are justifiably nervous about mobile tracking.We‘ll further address privacy later in this report.Below are the main cross-screen audience measurement and tracking techniques in use. Someof them are only recently available on mobile, or are available in a patchy manner.For example, Nielsen only introduced in-app surveys about ad effectiveness earlier this year.Audience MeasurementSurveys: Consumer surveys about media consumption habits or ad campaigneffectiveness can be conducted via phone, online, or in-app. In emerging markets, themost accurate surveying is still done face-to-face, because many consumers outside ofcities don‘t have personal access to the Internet or even phone lines.On-device meters: This is how TV audience measurement still works. In TV markets, afew households have set-top boxes that log their viewing habits so measurement firmslike Nielsen can extrapolate the reach of programs across millions of households. Onlylarge measurement companies have the resources to implement similar on-devicemeters for mobile. Such a tactic wouldn‘t be effective for gauging the reach of very finelytargeted mobile marketing efforts.User panels: Panels are similar to surveys with the difference that they are a smallergroup of respondents, often selected for their demographics, who allow their behaviourand opinions to be tracked in more detail. This technique might be effective to follow thequalitative impact of a cross-screen campaign on a target audience over time.38