This July 2016 eMarketer article lays pretty bare the struggle that app publishers and media companies face when competing against Facebook and Twitter for mobile ad spend.
Advertisers use Facebook & Twitter because they have high trust and belief that they’re getting the best return on investment from their ad spend.
How do you compete with that level of satisfaction? How will you demonstrate your ROI?
One way, which terrifies many a sales exec, is showing attribution. If you can prove that advertising on your platform results in more foot traffic, that’s amazing. You can truly validate your ROI, and build a repeatable model. Spend X, Get Y foot traffic.
A simple way to start testing – install a beacon, measure beacon bumps over time. We go much deeper into beacons and attribution in this previous post.