Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Enter Google‘s Jason Spero and Millennial Media‘s Mollie Spillman, two of the people chargedwith figuring out how to usher in (read: sell) a new era of online advertising.The biggest problem? Helping advertisers see when their mobile ads are actually working.―Until you can show [that tracking connection], they‘re not going to pay as much for it,‖ Google‘sSpero said at our D: Dive Into Mobile conference. ―We‘re investing heavily in helping peopletrack the value.‖It‘s obviously not a Google-only problem. Others, especially Facebook and Twitter, are trying tofigure out ways to tie things like tweets and shares directly to consumer activity, and to show justhow far something like a promoted tweet really goes for an advertiser willing to shell out ahundred grand on it.It‘s also likely the reason that advertisers aren‘t willing to spend as much on a mobile adcompared to, say, a desktop ad or traditional media ads in print or on TV.―Sometimes [advertiser activity] is coming from this test sort of mentality,‖ Spillman said.Ever the optimists, Spillman and Spero are confident that things are looking up. ―It‘s becomingmore mainstream and mandatory that mobile is part of the marketing budget or media spend,‖Spillman said.The best way to build on that, Spero said, is ultimately to make the tools to figure out if it‘sactually working better over time.―We have a responsibility that our customers can attribute the maximum amount of what they‘rebuying … and to make that scalable,‖ Spero said.37% of consumers think thatmost mobile sites are difficultto navigateby David Moth 12 April 2013 09:26 0 commentsPrint56