Have you fallen into the trap of using KPIs like clickthrough rates to measure customer intent on mobile? If so, you’re not alone. Fewer than half of marketers are confident in their ability to measure granular mobile ad metrics, according to a new research report from Forrester commissioned by Yieldmo.
The report, “Attention 2.0: Enhancing Ad Measurement Beyond Clicks and Viewability,” dives into how insufficient and ineffective mobile ad metrics are harming brands. It offers insights into how customer attention metrics can help.
Get the complete research report, “Attention 2.0: Enhancing Ad Measurement Beyond Clicks and Viewability.”
The key insights include:
- Almost all (98%) of the respondents said that attention metrics would drive value, with the greatest contributions being valuing direct response impressions and improving retargeting.
- Marketers know that their current measurement approaches aren’t enough. Nearly 80% are interested in gaining deeper insights into customer attention.
- Over half (63%) of respondents said they plan to invest in customer attention metrics in the upcoming year.
Don’t let outdated KPIs hold your mobile campaigns back, download the new report today.
