ANA / MediaVest Study Reveals: Overwhelming Marketer Interest in Mobile But Concerns Exist Over Measurement / ROI

NEW YORK – January 15, 2013 –  A joint study by the ANA (Association of National Advertisers) and MediaVest, revealed a staggering 96 percent of marketers currently use or are planning to incorporate mobile marketing into their marketing mix, with 85 percent reporting an intent to raise their mobile budgets in the near future.

At the same time, results indicate the need for further progress in ROI measurement and accountability with 21 percent of marketers stating that they have been solidly successful in mobile – a slight decrease from a similar 2010 study.

“Mobile is a huge opportunity for marketers – territory that has yet to be fully tapped,’”said Bob Liodice, ANA President and CEO. “Brands are clearly excited about the possibilities, but at the same time, perceived success rates have not increased significantly. The industry as a whole must move quickly to standardize measurement practices and address privacy issues.”

“There is no doubt that Mobile is a powerful vehicle for creating deep experiences with consumers.  It has transcended beyond a connection and convergence device. Mobile is not just changing consumer behavior; it is impacting business through customer service, e-commerce, awareness and more. The potential is huge,” said MediaVest CEO Brian Terkelsen.  “At MediaVest, we are investing in new partnerships and technologies to help us continue to add value to our clients in the mobile space because marketers will clearly be using it as a vital part of their planning in 2013.”

Success, Benefits and Barriers

Marketers reported that their most common objectives in mobile include brand building / management (83 percent), awareness (78 percent) and customer loyalty / retention (74 percent).

The top three draws of mobile include the following:

  • Reach with unique audiences (85 percent)
  • Ability to deliver content on-the-go (80 percent)
  • Location awareness (78 percent)

Perhaps the most apparent barrier to the development of marketers’ use of mobile is measurement. Forty-two percent of marketers indicated that they are concerned with having proper mobile metrics in place, and another 42 percent are concerned with an inability to prove ROI.

“Industry leaders have been pressing hard for advertising metrics and measurements,” continued Liodice. “Initiatives such as 3MS (Making Measurement Make Sense) need to be a priority as these will provide the groundwork for more accurate, efficient and in-depth mobile measurement.”

Mobile Strategies and Other Insights

The survey indicated several additional mobile strategy and measurement preferences and intentions that reveal noteworthy trends in mobile marketing, such as:

  • The most often used tactics include mobile websites (84 percent), search (78 percent), apps (76 percent) and display (75 percent)
  • More marketers plan to start using location-based services (28 percent) in the future than any other mobile tactic
  • Most funding for mobile is reallocated from other marketing budgets, such as traditional (37 percent) and digital (26 percent) marketing


The survey was conducted online during the fourth quarter of 2012 among a sample of 68 client-side marketers who are currently using or planning to use mobile media initiatives to reach consumers. Respondents were drawn from the membership of the ANA. Only firms that are currently involved in mobile marketing or are planning to get involved in mobile marketing were allowed to participate in the survey.

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About the ANA

Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes nearly 500 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information, visit, follow us on Twitter, join us on Facebook, or visit our YouTube channel.

About MediaVest:

MediaVest is one of the leading, full-service media specialist companies. It delivers human experiences that drive results for its clients. MediaVest does this by Igniting Communities through Truth & Design, which harnesses the power of people’s collective purpose and voice in a networked world. Heralded as one of the first media companies to consistently deliver industry-first initiatives and products, MediaVest's long-standing client partnerships include some of the world's leading marketers including Mondelez, P&G, The Coca-Cola Company, Microsoft and Walmart. | Twitter:@MediaVestUSA| Facebook: MediaVest US

Press Contacts:

 Luna Newton, CooperKatz & Company for the ANA

(917) 595-3061 or

Marcus Hardy, CooperKatz & Company for the ANA

(917) 595-3043 or

Adrienne Scordato, MediaVest
(212) 527-8860 or