Smartphones have changed how people shop in fundamental ways. The problem is, the way mobile advertising is measured hasn’t changed. Most businesses evaluate their campaigns based on purchases on their mobile sites, leading to the misconception that mobile doesn’t convert.
That couldn’t be further from the truth. Consumer behaviors influenced by mobile have emerged. Customers can call a business directly from a mobile ad, search for directions to a local store, or purchase through an app they’ve downloaded. The Full Value of Mobile, an app MullenLowe created for Google, takes these new paths into consideration.