Ad Creatives on Mobile: Measurement Strategies

Even though a global mobile advertising industry has shown impressive growth within past years, the adoption of efficient measurement techniques in the segment is moving at a much slower pace.

One of the core reasons, why businesses often find it challenging to measure mobile creatives effectively, lies in their inability to perceive this aspect as an indispensable part of a complex advertising strategy.

Fortunately, the world’s respectful analysts have figured out beneficial measurement strategies, aimed at maximizing the efficiency of applied mobile ad creatives. Some of their common recommendations presuppose that companies are willing to act outside the box and keep searching for new opportunities even when their ads become twice as profitable as they used to be. In particular, experts agree the following mobile measurement tactics can be exceptionally helpful to opt for:

Choice of a smart optimization strategy

Even though businesses frequently select mobile CTR as the primary measurement metric and optimize their creatives, accordingly, such tactic is far from being perfect. In fact, numerous surveys have already proven that a difference between a number of clicks and a number of actual conversions (e.g. app installs, sign-ups, purchases, etc.) is often incredible.

A possible way out is to choose a smarter measurement strategy, which includes a wider range of KPIs, and prevent further optimization efforts from being in vain.

Use of various mobile targeting features

Undoubtedly, mobile targeting options, aimed at simplifying audience reach, are highly essential for any mobile ad campaign, but many marketers prefer focusing on using geotargeting capabilities and pay much less attention to other options, like ISP targeting, mobile OS version targeting, targeting of particular mobile device types, etc.

As a result, further ad creative measurement on mobile becomes limited to a certain, geographic parameter, while other essential characteristics, like audience demographics, are completely left out.

A recommended measurement tactic should definitely comprise a vast array of parameters, comprising people’s purchase history, interests, demographics, mobile carriers, etc., not just their location.

Combination of mobile & display ad measurement

Although mobile audience’s preferences are rather different from people’s perception of advertising on display, it is unforgivable to view a mobile ad segment as a segregated unit. According to Mr. Ruin, the CEO of Epom ad server solutions provider, even if a company’s mobile ad creative is engaging enough to attract a potential customer, there is no guarantee that this person will make a purchase or sign up for a certain service, for example, via one’s mobile device.

It frequently happens so that people end their purchase journey on desktop, even though a mobile ad was what actually boosted their interest in a particular product or service. Therefore, it is crucial to integrate mobile ad measurement into a unified complex system with ad creative measurement on desktop.