NEWS29 July 2015

Measuring mobile limiting factor for marketers


US — Three in 10 marketers worldwide said the inability to measure success was their top concern with mobile location advertising in a report from xAd.

The global location marketplace xAd surveyed ad agency leaders and marketing decision-makers around the world to understand current media spend, use of location-technology and plans for the coming years in its 2015 Global Location Snapshot.

Mobile is a priority with more than half of those surveyed viewing mobile marketing as a significant priority. One in five marketing decision makers and one in four ad agency leaders reported that mobile advertising is a “top priority”.

Of the 80% of marketers using location targeting for their mobile ad campaigns, the top strategy they use is audience targeting, designed to reach a specific group of people.