Dive Brief:
- According to recent research, a majority of marketers are worried about their ability to reach digital, mobile and social channels.
- Market Measurement for Active International surveyed U.S. media executives and found more than 70% had concerns about reaching their digital audiences.
- More than half (52%) of surveyed executives reported boosting programmatic budgets to improve targeting and audience deliverability.
Dive Insight:
According to research conducted by Market Measurement for Active International, to meet what they see as a marketing challenge and as concern over reaching social audiences grows, over half of executives reported plans to hike programmatic budgets. Forty-one percent of surveyed executives cited expanding the mobile revenue model as their primary tech challenge.
As a counterpoint, Fiksu Chief Strategy Officer Craig Palli said in an eMarketer interview marketers are overly-concerned about mobile metrics. The reality is there is a lot of mobile data out there. Marketers just have to be smart enough to say, 'OK, what are the good data sources for me to build audiences on?' and then recognize that once they’ve built those audiences, they can reach those audiences in all the best places," Palli told eMarketer.
He chalks up marketers' concerns over metrics to an inability on the apps' part to provide tracking cookie data. About mobile measurement he stated, “The biggest misconceptions are around data. When you market in apps, you can’t collect good data on results. However, the reality is the measurement capabilities on mobile are at least as good as the measurement capabilities on desktop.”
