Engaging ad experiences on mobile are the new gold standard for marketers

Television has been long held as the gold standard in the world of advertising, and marketers are comfortable using their tried and true gross rating points (GRPs). The late ’90s brought the dawn of the World Wide Web, and with it an unique capability – the click. GRPs and click-thru rates (CTRs) have long defined marketers assessments of media dollar effectiveness. Even though the mediums differ greatly, TV and first generation digital KPIs are still applied at large to all mediums, including mobile apps. Their audience is near eclipsing TV and has already surpassed desktop, and if time spent is any indication, you can argue that consumers on mobile are the most engaged advertising audience there are. So it’s more critical than ever to identify performance metrics which capture the breadth of the engagement and attention mobile has to offer.

Time spent vs. ad spend

According to a recent eMarketer report from September of last year, time spent on TV has declined by 30 minutes per day for US adults since 2013, while mobile time spent has increased by over one hour.