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

NEW YORK (Jan. 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

The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

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.

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