Brands are ‘discounting’ mobile traffic and marketers are ‘obsessed’ with clicks, says Facebook’s group director for retail Tracy Yaverbaun
Brands are dismissing mobile traffic and marketers are too “obsessed” with looking at clicks rather than true return on investment, according to Facebook’s group director for retail Tracy Yaverbaun.
Speaking at the e-commerce expo in London, for which The Drum is media partner, Yaverbaun argued that mobile traffic is often discounted due to the difficult nature of measuring ad effectiveness on the device.
“We know that mobile devices have a significant amount of traffic and when we looked at this we actually saw that a huge amount of brands were discounting this and not looking at it properly. But the other point [it comes down to] is that marketers seem to be obsessed with looking at clicks, and it’s not clicks that we should be looking at it, its real return on investment.
“We ran a study last year and we measured people who had been exposed versus people who hadn’t been exposed to an advert on Facebook. What we found was that 99 per cent of people that purchased the brand never actually clicked. People might not click but it doesn’t mean they haven’t taken away the brand message or been exposed.”
Yaverbaun added that when it comes to looking at KPI's marketers and brands should try to move away from the click and hold final end sales and real marketing goals as key.