Are You Using the Right Mobile Advertising Metrics? How Relevant Mobile Measures Change the Cross-Platform Advertising Equation

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.
Numbers, Please

INTRODUCTION

When digital advertising spending surpassed television advertising spending in 2016, it offered a clue to what the future held in mobile. In 2016, mobile advertising spending drove 50 percent of digital advertising dollars. The news would be even more compelling if brands were confident about the measures they use for assessing the value of mobile in the cross-platform advertising equation. Many in the industry, however, believe that despite the impressive advertising-spend growth forecasts, brands continue to underinvest in mobile. Martin Sorrell, GroupM’s WPP chief executive officer, told in February 2016, “The mobile revolution hasn’t registered yet with companies.”

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