Brands in the dark about mobile campaigns

Some 83% of brands are still in the dark about mobile campaign performance, according to the latest research from mobile analytics firm Bango.

Friday, 22 January 2010

The research reveals that eight out of ten brands do not use mobile specific analytic tools, leading to inaccurate data on campaigns performance.

Of those that do implement some form of campaign analytics, only 17% said they’d sourced a specialised mobile solution designed to measure mobile user behaviour accurately and consistently.

Even more surprising 27% admit to not implementing any analytics in their mobile campaigns.

Bango surveyed over 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers. Over 90% of these brands said they will increase their mobile advertising investment in 2010.

Discussing the findings, Ray Anderson, chief executive of Bango, says: “The positive from this data is that mobile marketing is in growth mode, at a time when other forms of advertising are being squeezed hard. Yet eight out of ten of those surveyed do not take the essential step of implementing mobile analytics to capture accurate user data. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns.”

Jon Mew, head of mobile at the IAB, adds: “Understanding the effectiveness of mobile campaigns should be crucial to any brand involved in this space. It is clear that more education is needed in this area. This is something that we hope to address at our Mobile Planning and Buying seminar on the 2nd March.”

For more information on the IAB’s Mobile Planning and Buying seminar, click here.

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