Disposer d'outils fiables pour mesurer l'audience du Web mobile est aujourd'hui un préalable indispensable pour que les marques investissent massivement dans le marketing mobile, enjeu majeur dans le paysage publicitaire des prochaines années.
Mobile marketing is a major issue for advertisers in the years to come. According to a recent study by Nielsen Mobile USA, the 258 million mobile customers, 76.8 million subscribers have viewed mobile advertising, an increase of 81% compared with 2007.
While volumetric seem to be at the rendezvous, the actual frequency of access to advertising, however, appears much less significant, since 63% of U.S. mobile users have not seen once a month or less.
Curbs on massive investment advertisers
In his study, Nielsen Mobile has identified three obstacles essential to the growth of mobile marketing:
* Disregard the size of the hearing;
* Complexity of the ecosystem. Many advertisers see it as a difficult environment characterized access high learning curve, problems linked to the fragmentation of mobile platforms and technical ROI uncertain;
* Mistrust vis-à-vis the real involvement of consumers. Advertisers still doubt the readiness of consumers and believe that market (regulated, mobile operators) are not able to offer reliable and relevant assessment campaigns.
Given these considerations, we immediately understand that the audience measurement of web-Mobile is now a prerequisite for the brands invest heavily in mobile marketing. Indeed, to have reliable tools will finally make comparisons with other media and would also offer new opportunities for monetization of mobile sites.
An ecosystem which is progressing in a disorganized
However, the indicators currently defined for the Web by the IAB are not yet in place on mobile. As the technologies used in Webmarketing (IP address, via a coupling tag IP / User Agent, cookies, etc..), They are not transferable as such in the mobile environment, especially as regards cookies or the IP address that does not allow advertisers to differentiate between a mobile or a PC.
According to a recent study of Omniture, 70% of companies are currently unable to measure the share of mobile traffic on their websites and 50% of them are unable to determine the number of unique visitors since mobile phones.
Currently, the various players in the mobile ecosystem forward in a piecemeal on the subject. The major associations such as the GSMA and the MMA are working on this theme, but no common position has yet been released to date.
Other interesting initiatives, those of companies specializing in mobile audience measurement as M: Metrics, AdMob Bango or providing regular public reports on market developments.
Finally, mobile operators, saying the intensity of competition, are extremely reluctant to provide information on the performance of campaigns.
Curious situation in which we see today a mobile industry that penalizes itself! If the players want tomorrow to mobile ecosystem mobile marketing mass market, they will have to quickly choose the path of collaboration and sharing of information prior to this reality is being imposed from outside by an actor Major Internet such as Google for example.
While volumetric seem to be at the rendezvous, the actual frequency of access to advertising, however, appears much less significant, since 63% of U.S. mobile users have not seen once a month or less.
Curbs on massive investment advertisers
In his study, Nielsen Mobile has identified three obstacles essential to the growth of mobile marketing:
* Disregard the size of the hearing;
* Complexity of the ecosystem. Many advertisers see it as a difficult environment characterized access high learning curve, problems linked to the fragmentation of mobile platforms and technical ROI uncertain;
* Mistrust vis-à-vis the real involvement of consumers. Advertisers still doubt the readiness of consumers and believe that market (regulated, mobile operators) are not able to offer reliable and relevant assessment campaigns.
Given these considerations, we immediately understand that the audience measurement of web-Mobile is now a prerequisite for the brands invest heavily in mobile marketing. Indeed, to have reliable tools will finally make comparisons with other media and would also offer new opportunities for monetization of mobile sites.
An ecosystem which is progressing in a disorganized
However, the indicators currently defined for the Web by the IAB are not yet in place on mobile. As the technologies used in Webmarketing (IP address, via a coupling tag IP / User Agent, cookies, etc..), They are not transferable as such in the mobile environment, especially as regards cookies or the IP address that does not allow advertisers to differentiate between a mobile or a PC.
According to a recent study of Omniture, 70% of companies are currently unable to measure the share of mobile traffic on their websites and 50% of them are unable to determine the number of unique visitors since mobile phones.
Currently, the various players in the mobile ecosystem forward in a piecemeal on the subject. The major associations such as the GSMA and the MMA are working on this theme, but no common position has yet been released to date.
Other interesting initiatives, those of companies specializing in mobile audience measurement as M: Metrics, AdMob Bango or providing regular public reports on market developments.
Finally, mobile operators, saying the intensity of competition, are extremely reluctant to provide information on the performance of campaigns.
Curious situation in which we see today a mobile industry that penalizes itself! If the players want tomorrow to mobile ecosystem mobile marketing mass market, they will have to quickly choose the path of collaboration and sharing of information prior to this reality is being imposed from outside by an actor Major Internet such as Google for example.
0 Comments:
Post a Comment