Mastering Mobile Ads & Understanding the Metrics Behind Them – #omsummit

I recently had the opportunity to speak to Jason Wells, CEO of ContactPoint, maker of LogMyCalls. Jason is speaking at our Silicon Valley event later this month. He took some time out his busy schedule to talk about the mobile advertising and mobile metrics. Below is a recap of our conversation

Online Marketing Summit: What is your name, title and the company you work for?

Jason: My name is Jason Wells and I’m the CEO of ContactPoint, makers of LogMyCalls.

Online Marketing Summit: I love the LogMyCalls name by the way. According to Chief Marketer, 40% of marketers say they just ‘assume’ that their target consumers are using mobile, but they have no firm insight into what they do on mobile devices. How can marketers really know how consumers use their phones to optimize their mobile campaigns?

Jason: Tracking and understanding who your visitors are and how they are interacting with you is key. One of the things that we see people missing out on doing, is understanding when somebody calls their business,  where is that phone call coming from. We track all the calls that come in to a business from their marketing activity, we’re a seeing a shift in the number of calls coming from mobile devices. That’s primarily driven from a click-to-call on their mobile device. So that data alone, starts giving marketers insight in to where your customers are calling and how they are interacting with your media.

Online Marketing Summit  A recent IAB study announced that Mobile ad revenue generated significant growth – almost doubling year-over-year – up 95 percent to $1.2 billion in half-year 2012 from $636 million in the comparable 2011 period. What is your take on that?

Jason: Well actually it is a little bit slow. There’s another study out on the amount of time people spend with different media types.  The fastest growing area is people spending time on their mobile phone of course and that’s pretty obvious. It’s pushing over 10%. People still spend a lot of time interacting with advertising media on the television which is still at 40% of the media spend is focused there. So with over 10% of the consumer’s time being exposed to media on the phone, there is only 1% of advertising being spent targeted to mobile. So it’s actually way behind in terms of where consumers are. Another juxtaposition to that is print right, magazines, newspapers and so forth. The amount of advertising spent on print is 25%. Only 7% of time is spent on that media. So there is a mismatch there. Marketing spend in mobile in my opinion is behind the curve.

Online Marketing Summit: You’ll be speaking at Online Marketing Summit in a few weeks about mobile metrics.  Many marketers are judging mobile marketing’s success based on traditional Internet marketing metrics. Mobile marketing is different. Without giving away too much, why is that?

Jason: There are a lot of people that are just dipping their toes in water. The only thing they have is their same metrics they’ve been using—online metrics like abandon rate and page views. The problem with using those metrics, however, is that it’s a totally different user experience. If you look at the results that come out of mobile, it’s totally different than what they are doing on the web. That’s why if you use the traditional metrics and you have order of magnitude difference in terms of the way people are interacting, then obviously you are missing out of some of the real data. I’ve got several interesting case studies, one on Holiday Inn Express, that I’m going to share which highlights that.

Online Marketing Summit: Great. I’m looking forward to that. Definitely going to be in that session for sure.  How does video play a role in mobile advertising?

Jason: Video is dependent on smart phone penetration. As that penetration increases, digital become more and more important. The other thing that is very interesting is when you are using video, clearly YouTube is a significant play in that – but video advertising and video communication is another big opportunity. You also see the opportunity to look at day parting, when you look at video advertising. When I was with Sony, I did some of the first implementation of actually full movie streaming over a mobile phone and we did this in Korea, Japan and Italy. Those were the highest consumers of smartphones at the time and this was quite a few years ago. But what we found were some very interesting stats in terms of when people were consuming this. So what’s nice is when people are consuming video, from an entertainment perspective, the advertising opportunity expands to vastly different times of the day, than your typical advertising and media. Later in the night you get time times on commute in commuter cities – so there a lot of different times that open up. So day parting becomes very interesting with video.

Online Marketing Summit: If you had one piece of advice to give marketers about mobile metrics, what would it be?

Jason: Don’t forget the original function of the phone, which is to make a call. One of the most powerful tools of mobile marketing is the ability for this device quickly, easily seamlessly to  make a phone call.

Online Marketing Summit: That is great advice. Any last thoughts?

Jason: Mobile marketing is very new. There is a lot to learn and it is critical to gather call analytics and other metrics that you haven’t considered before.

Online Marketing Summit: Jason, thanks so much for your time and we’ll see you at Online Marketing Summit next week.

For more information on mobile metrics, make sure you attend Jason Wells’ conference session: The Myths of Mobile Metrics: What Are You Trying to Accomplish? Register for Online Marketing Summit today with Priority Code JQBLOG to save 30% on conference passes.

Cheers,

Jason

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