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Study: Marketers Interested in Mobile; Measurement/ROI Remains a Barrier

Mobile



January 15, 2013 – A joint study by the ANA (Association of National Advertisers) and media specialist firm MediaVestfinds 85% of marketers, who are currently using mobile media initiatives to reach consumers, intend to raise their mobile budgets in the near future.

Additional findings:

MOBILE MARKETING OBJECTIVES
 
MOBILE'S ATTRACTION
   
TOP BARRIER: MEASUREMENT/ROI
 
MOBILE STRATEGIES
   
PAYING FOR MOBILE
   
 
About: The survey was conducted online during the fourth quarter of 2012 among a sample of 68 client-side marketers who are currently using or planning to use mobile media initiatives to reach consumers. Respondents were drawn from the membership of the ANA. Only firms that are currently involved in mobile marketing or are planning to get involved in mobile marketing were allowed to participate in the survey.

Source: ANA news release, ANA / MediaVest Study Reveals: Overwhelming Marketer Interest in Mobile But Concerns Exist Over Measurement / ROI, January 15, 2013.