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.1 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 AdAgein February 2016, “The mobile...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands