LITTLE ROCK, ARK: Almost all marketers say they would run more cross-channel campaigns if they were better able to measure mobile advertising performance, new research has shown.

A joint study titled Master Mobile Measurement to Unleash True Cross-Channel Advertising, from data analytics firm Acxiom and 4INFO, a mobile ad technology business, surveyed 100 US digital marketing decision makers from consumer-facing brands. It found that 93% of respondents had held back from increasing multichannel campaigns during 2014 because of their concerns over the effective measurement of the mobile part.

It concluded that marketers "lack the confidence required in their cross-channel advertising programs to understand the program's value and justify higher investment."

The majority of marketers were evidently still searching for the right metrics to show the impact of mobile advertising in particular – just 18% felt very confident in measuring mobile ROI.

The research further noted that while personalised targeting was an essential part of a cross-channel campaign a significant proportion of those surveyed (42%) were unable to accurately target the same user across channels. Only 13% felt very confident about this.

"The consumer has already voted with their eyeballs and wallets, and their attention span on their mobile devices," said Josh Herman, vice president of partner and product strategy at Acxiom.

"The key now is helping the advertiser catch up to that ubiquitous consumer behaviour in a way that gives them empirical confidence that the mobile ads they bought found their audience and impacted sales."

Chuck Moxley, CMO of 4INFO, pointed to a disconnect between brands and their agencies as to what constituted appropriate metrics. "The brands see the connection to revenue as an absolute imperative, and they want to stop their over-reliance on traditional campaign metrics and KPIs like CTR, app downloads and page views," he said.

"Agencies will look at this data as a wake-up call," he argued "and effectively use the business metrics their clients are demanding."

Data sourced from Business Wire; additional content by Warc staff