Higher mobile adoption increases need for accurate video ad tracking

The growth of mobile has heightened the importance for brands to be able to accurately track the success of mobile media ad campaigns.

Posted on Apr 9, 2014 by YuMe

Measuring the success of digital video advertising campaigns continues to be something brands and video ad publishers grapple with. Launching a video ad online comes with tracking issues, mostly due to false traffic as a result of the growing prevalence of bots on the Internet. Tracking a mobile video ad campaign is even more difficult, and as mobile usage continues to grow, it's important for brands to have access to reliable data.

In comScore's "U.S. Digital Future in Focus 2014" report, the company found that use of tablets and smartphones has doubled the time people spend online. The increased traffic on the Internet today is a result of more consumers utilizing these devices to go online. The study found that last year, Americans spent 442 billion minutes surfing the Web on smartphones, and 124 billion minutes doing the same on tablets.

Additionally, the report found that as of December 2013, there were 82 million tablet owners and 156 smartphone owners in the U.S.

This data shows just how important the need for an accurate tracking solution is when it comes to advertising on mobile because it is a platform that has grown tremendously. However, Clickz outlined a number of challenges associated with accurately tracking mobile media advertising campaigns and gives some insight into what companies are doing to make it easier.

Typically, mobile tracking is done by counting cookies that show the type of content a user clicks on and sites he or she may have visited. However, cookies have certain limitations when it comes to sharing data between a mobile Web browser and certain smartphone and tablet apps.

Clickz wrote that companies such as Google and Microsoft that use mobile media advertising are currently researching ways to eliminate cookies as a tracking method and develop an alternative, such as the use of unique identifiers that have better monitoring capabilities.