Mobile is Growing, but Brands Aren't Buying it: How Consumer Attribution Makes Mobile Ads Pay Off

 

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Brands are seeing users consume mobile content in record numbers, so why are those same brands not spending more to reach mobile users? The major reason cited by brands and agencies is the difficulty in quantifying the results of mobile advertising. This Stratecast SPIE report analyzes where a time-honored advertising benchmark falls short; and how leveraging Big Data to gain a more granular, accurate view of the impact of advertising is helping brands make mobile advertising pay off.

Table of Contents

Mobile is Growing, but Brands Aren't Buying it: How Consumer Attribution Makes Mobile Ads Pay OffSPIE 2014 #24 - June 27/2014IntroductionMobile Advertising is Growing, but is Underperforming Other AdsClick-through Rate Analysis Is Not EnoughNeeded: A More Granular Model for AttributionLeveraging Attribution to Achieve Mobile EngagementA Platform Leveraging Attribution Modeling for Mobile EngagementStratecast - The Last WordAbout StratecastAbout Frost & Sullivan




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