When talking to advertisers about mobile advertising, one topic that comes up again and again is the need for consistent, independent ROI tracking for their mobile campaigns. As users spend even more time in Mobile Apps and on the Mobile Web, these have become excellent channels for advertisers to reach their customers. However, despite the growth in scale and innovation in formats it has remained difficult to use just a single solution to track the performance of all those campaigns and to compare them to their online advertising counterparts.
We’ve been listening and are excited to announce two improvements to our mobile ad serving solution today that will help advertisers do just that.
Tracking conversions for mobile ads
First up, we are pleased to introduce conversion reporting for mobile ads in DoubleClick for Advertisers (DFA). Now it is possible to see post-click conversions for mobile ads right alongside your existing conversion reports for display ads, enabling even more efficient allocation of budget.
To enable conversion tracking for a mobile site you can use exactly the same Floodlight tags as regular DFA conversion tracking. We’ve optimized the system to handle the quirks of cookie handling and javascript support on different mobile devices so it now supports a huge range of mobile phones, from older generation phones to the latest model smart phones covering the vast majority of the mobile traffic that we see. In addition, because it uses Floodlight, mobile conversion tracking in DFA allows you to use conversion counters and even e-commerce tags with your mobile campaigns so that you can track not just visits and actions but value too.
Now that mobile conversion reporting is captured in DFA, you have more information at your disposal to better understand the elements (search, display, apps and websites) driving traffic to your mobile websites and to compare them directly to the online campaigns you are already running.
Click trackers for mobile placements
DFA users create click trackers to record the number of clicks on text links, links in emails, or on other elements that are hard-coded on a website. They can also be used to track clicks on creatives that are not delivered by DFA, including clicks on distinct parts of multi-file creatives.
Now we are allowing clicking tracking in DFA to include mobile placements so that you can track clicks on site-served creatives or text ads (such as search ads) on mobile sites, with reporting by platform, carrier and country. These click-trackers are also optimized to use the same conversion tracking system as regular mobile ads in DFA.
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Expect to see further enhancements in the coming months to DFA to enable you to serve mobile ads with the same ease and functionality as the display ads that you already serve through the system.
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