What you will find in the article:
- Nearly 60% of marketers cite inadequate measurement as a barrier.
- Mobile measurement is becoming the standard for digital channels.
- 3% identify social media as a major attribution blind spot.
- Marketers feel significant pressure to demonstrate return on investment.
- Lack of measurement tools leads to reduced investment in profitable channels.
According to a survey by e-Marketer and AppsFlyer, inadequate measurement capabilities may be holding back investment in certain digital advertising channels. Almost six in ten marketers (58.6 per cent) said that their organisations are likely to invest less in profitable channels precisely because they require better measurement tools. The survey of 157 US advertisers and agency representatives also showed that mobile measurement is becoming the benchmark for other digital channels.
According to the study, 49.7 per cent of respondents feel significant pressure to demonstrate return on investment, whilst a further 29.9 per cent describe the pressure as extreme. According to the authors, inadequate measurement therefore represents not only a technological problem but also a barrier to decision-making regarding the allocation of advertising budgets.
Almost 59 per cent of respondents agree that their organisations are investing less than they could in channels whose performance they are unable to measure adequately. Specifically, 12.1 per cent strongly agree with this statement and a further 46.5 per cent tend to agree. According to the study’s findings, a portion of potential revenue may therefore be going to competitors. A further 10.2 per cent of respondents also stated that they did not have sufficient insight to assess the situation.
The research shows that the practices used in mobile marketing are increasingly becoming the model for measurement across other digital channels. In the past, mobile apps have had to address privacy, fraud and cross-device user identity on a large scale.
According to the survey, marketers’ confidence in the accuracy of attribution varies only within a relatively narrow range across channels. Respondents identified social media as the biggest blind spot in cross-channel attribution, with 50.3 per cent citing it. This was followed by CTV and streaming video, with a share of 47.1 per cent. According to the study’s authors, it is precisely this lack of certainty in measurement that may be limiting marketers’ willingness to allocate further resources to these channels.
Source: mediaguru.cz