Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

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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
TrackingCookies: This is the most contested area of cross-screen tracking. Third-party cookiesare increasingly under fire from consumers and the makers of desktop and mobile Webbrowsers, such as Apple (Safari) and Mozilla (Firefox). Cookies enable advertisers andpublishers to track user activity as they move across the Internet and target them withrelevant ads.Algorithmic models: These can be used in conjunction with cookies, or without them.Powerful algorithms might profile specific users based solely on device identifiersgenerated when a user is in a certain app or mobile website. See ―Device Fingerprint,‖ inthe table on mobile tracking methods, below.<strong>Mobile</strong> device ID schemes: With the exception of device fingerprinting, which isalgorithmically driven, these schemes create a device-specific number that will identifyyour phone wherever it goes, across apps, mobile browsers, etc. The main solutions aresummarized in the table at the bottom of this section.Overall the cross-platform audience measurement market is led by large players with significantresources: comScore, Nielsen, and the like.The tracking industry is still in flux. On PCs solutions are far more evolved. The situation is muchmore confusing on mobile, with an array of startups and young companies making claims andcounter-claims about the quality of their technology, its ability to migrate across platforms anddevices, and the strength of their respect for user privacy.<strong>Mobile</strong> TrackingBelow are some of the leading solutions for tracking on mobile, most of them device ID schemes.39
Page 1 and 2: Summary1
Page 3 and 4: thus, are struggling to respond to
Page 5 and 6: mobile.‖And, CMOs must understand
Page 7 and 8: The earliest mobile advertising too
Page 9 and 10: The upheaval that the Internet has
Page 11 and 12: But when we ask respondents whether
Page 13 and 14: ―The most significant issue for a
Page 15 and 16: Mobile Internet advertising is the
Page 17 and 18: How? With ads that are native to th
Page 19: There's an onus on publishers to im
Page 23 and 24: Some mobile analysts mistakenly bel
Page 26: He may even catch the tail-end of t
Page 30: In these campaigns, users don‘t s
Page 34: Unaided brand recall was 43% for au
Page 41 and 42: Privacy IssuesApple has now phased
Page 44: Google has the same complaint in th
Page 47 and 48: Mobile‘s usefulness for shopping
Page 49 and 50: 1) CPG is adopting mobile faster th
Page 51 and 52: Performance-based pricing models ar
Page 53 and 54: eMarketer expects mobile video adve
Page 55 and 56: Listen To The Sound Of My VoiceA vo
Page 57 and 58: A new report investigating consumer
Page 59 and 60: The next day, Foursquare announced
Page 61 and 62: Expand context beyond locationLocat
Page 63 and 64: Using this tool, VocalizeMobile was
Page 65 and 66: the brands I see in commercials and
Page 67 and 68: "It's not just about trying to move
Page 69 and 70: ―Mobile is becoming one of the fo
Page 71 and 72: time on a mobile device) could be r
Page 73 and 74: ―travelers,‖ ―parents‖ and
Page 75: Failing to Connect with Users Durin
Page 78 and 79: Location is a big deal. For the his
Page 80 and 81: Adfonic, abuying platform for mobil
Page 82 and 83: media-consuming device. But what th
Page 84 and 85: Whether or not mobile users will be
Page 86 and 87: advertisers are coming to us for cu
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and an increased desire among custo
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7. Mobile Puts The “R” in Retai
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SoLoMo: Time to Get Social, Think L
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Companies and marketers who want to
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Making the most of a mobile video p
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―Since mobile rich media ad servi
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Triton Digital Chief Operating Offi
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mobile-centric ad unit? It seems cl
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The study goes on suggesting that t
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An overwhelming majority—92%- of
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―I think progress is being made
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Google also posted better-than-expe
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Mobile has also added another layer
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Facebook.Stock has climbed from und
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IAB: Almost two-third of mobile vid
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Mobile Marketing Analytics Are Diff
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There is gold waiting in every mobi
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Mobile ticketingParamount is runnin
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Digital Dimes to Mobile PenniesNow
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evenues in the third quarter after
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128
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Other research showed that TV ads w
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Lockhorn continued that monetary ch
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Among smartphone owners who havenev
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Display Ads' Dubious In-View Perfor
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We've heard Pandora CEO Joe Kennedy
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Talking Point: At the moment, most
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―Make one Web - ensure content an
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Companies such as Amazon, Starbucks
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4. Mobile advertising performs poor
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Recent developments meant to addres
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150
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152
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demographic reported having made at
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effectiveness, a banner click rate
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Digital Experts Tell Us The 7 Bigge
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The other concern I have with mobil
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This shift has been problematic for
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The 1800-Flowers mobile siteWith th
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Measuring mobile video beyond the c
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entries and then tries to provide r
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“It brings together the best of b
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172
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campaigns conducted between Novembe
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uild big money off of it," said Man
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But an effective way of combating u
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Analog 54% 36%Digitally influenced
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etailers’ recent efforts to scale
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That‘s a lot of consumer data to
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As mobile display advertising matur
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Mobile devices‘ smaller screens a
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The YP study shows that the sweet s
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These limitations depress demand fo
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Like similar studies before it, AdS
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percent. Trademob found that 22 per
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We Took Control Away4-day mobile im
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Statistics for the current year sug
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Key takeaways from the forecast:Spe
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52% of marketers report that they a
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Data from ScanLife’s “Mobile Ba
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vs. 10%); making a purchase on a mo
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Challenge Marketers on MobileAUGUST
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Marketers that push creative bounda
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Implications- If we had used the st
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uying against content or even vast
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action with a brand; however, it‘
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was relevant to them, making this t
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MOBILE INTERNET USE ACCOUNTED FOR 1
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ADVERTISERS, SHE CLAIMS. HOWEVER, A
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Study: More Users Clicking Ads, Ris
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Distrust, Irrelevance Temper Mobile
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About The Data: The 2012 Hipcricket
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topping the list in terms of consum
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Foursquare, about to celebrate its
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Here are the top tasks in terms of
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25.2% Newsstand (12)23.7% Lifestyle
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According to Nielsen the majority o
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