Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Mobile marketing is like sex: nearly everyone is doing it, many want to do it even more,but no one feels they‘re doing it particularly well.According to a new study from the Association of National Advertisers and mediaagency MediaVest, 96% of marketers are currently using or planning incorporate mobilemarketing into their broader programs, and 85% of them are expecting to increase theirmobile budgets in the near future. But only 21% of those marketers feel their efforts areparticularly successful.―Marketers know that [mobile] is evolving from a consumer standpoint, and they need tobe there. But they don‘t feel as comfortable as they would like in measuring its success,‖Marni Gordon, vice president of conferences and committees for the ANA, tellsMarketing Daily.The biggest hurdle, Gordon says, is a lack of standardization when it comes to mobilemarketing measurement, which leads to little clarity when it comes to return-oninvestment.According to the survey, 42% of marketers said they‘re concerned abouthaving the proper metrics in place to judge a campaign. Another 42% said are concernedthat they‘re unable to prove ROI.Such lack of standardization has led to three industry groups -- the ANA, the 4A‘s andthe IAB -- to work to create a standardized system under the banner ―3MS‖ (MakingMeasurement Make Sense). Creating such a system will allow marketers to compareapples to apples when it comes to mobile marketing programs, Gordon says.―The opportunity is that ‗3MS‘ will ultimately lay the groundwork to lay the metrics inplace,‖ Gordon says. ―This will be a longer-term process. The hope is with that initiativethat will lay the groundwork for mobile and social and other media.‖The lack of clarity, however, isn‘t keeping marketers from attempting to create mobilemarketing programs, often at the expense of other media. According to the survey,marketers are reallocating funds from traditional media budgets (37%) and digitalbudgets (26%) to pay for mobile marketing programs. And, the top three draws of mobilewere: reaching unique audiences, delivering content on the go and knowing (via locationservices) where a consumer is at any given time.―The opportunities can be so huge,‖ Gordon says.―Just knowing that you can find outwhere a consumer is at any time and that your product is available at a Walmart or a drugstore.‖7 1-17-2013Triton Digital has introduced a product called "a2x," an advertising exchange that allows advertisers toprogrammatically buy targeted online and mobile audio inventory in real time. The platform provides asystem for managing, buying, and selling third-party advertising campaigns. Triton will use consumer datafrom eXelate to help deliver highly targeted ads.99