Frowny-face advertiser in Carlos Monteiro's Adweek infographic may be the best illustration of the sadness 62 percent of marketers feel about not having the insights to properly target their multiscreen campaigns. But they're going to have to get their acts together—eMarketer reports U.S. advertisers will spend 83 percent more on tablets and smartphones in 2014, an $8 billion increase over 2013.
Fully 91 percent of advertisers tell San Mateo, Calif.-based marketing software provider Jivox they plan to increase mobile spending this year, according to the July 30, 2014, Adweek article. The urgency of marketers optimizing for mobile is underscored by a survey Jivox conducted in January 2013, finding "more than 69 percent of people access content from handheld devices and more than 20 percent of Web traffic is from mobile, with some sites reporting as much as 40 percent to 60 percent of traffic from mobile."
A lot of money is about to go into a channel marketers aren't confident they understand. "By the end of this year, mobile will represent nearly 10 percent of all media ad spending, surpassing newspapers, magazines and radio for the first time to become the third-largest individual advertising venue, only trailing TV and desktops/laptops," writes eMarketer on July 2, 2014.
Google, which eMarketer reports receives 10 percent of U.S. ad spend, provides a tool—Google Analytics—which can help marketers target audiences. On May 1, 2014, Daniel Weisbeck told Target Marketing readers how to use the tool to map mobile user behavior and unlock trends.
Daniel Weisbeck, COO and CMO of German-based mobile analytics and device detection software and services provider Netbiscuits, advises:
Identify where users have come from and when they decide to buy or not to buy, and supplement that with contextual and device data to spot patterns and trends. For example, it should be a priority for any company to understand where their bounce rates are the highest. Mobile data can reveal bounce rates by connection speed, by device type and capabilities, by screen orientation, and on and on.