Mobile Marketing

Why Is the Success of Mobile Apps So Difficult to Measure? Critical Issue in Audience Measurement Unraveled

As advertising executives convene in New Orleans for the 4A’s Transformation conference this week, a pressing issue facing the industry is advertising for mobile marketing, and, specifically, the vexing problems with executing media planning and advertising campaigns on mobile apps.

 While there is widespread consensus regarding the attractiveness of the mobile app medium to reach a large (>800MM globally), diverse, global and engaged audience (70% of user time on smart devices is spent on apps, challenging time spent on TV), advertisers remain skeptical regarding the effectiveness of in-app campaigns.

Indeed, mobile app advertising remains mostly performance based (largely apps advertising in other apps to power downloads), with brand advertisers largely on the sidelines.

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Picture of Anindya Datta, Ph.D.

Anindya Datta, Ph.D.

Anindya Datta, the CEO and Chairman of Mobilewalla, is widely regarded as a front-running technologist, leader and innovator, with core contributions to the state of the art in large-scale data management and Internet technologies. Mobilewalla has pioneered audience measurement in mobile apps by applying ground-breaking data science techniques on the industry’s largest volumetric database of mobile app data. Prior to Mobilewalla, Anindya founded and ran Chutney Technologies, where he was backed by Kleiner Perkins and evolved into one of the earliest entrants in the application virtualization area. The company was acquired by Cisco Systems in 2005. Anindya has also been on the faculties of major research universities and institutes in the United States and abroad, including the Georgia Institute of Technology, the University of Arizona, the National University of Singapore and Bell Laboratories. Anindya obtained his undergraduate degree from the Indian Institute of Technology (IIT) Kharagpur, and his MS and Ph.D. degrees from the University of Maryland, College Park.