That need to "figure it out" is what's driving ad spend increases, and will likely continue to do so as the great smartphone/tablet migration continues. In terms of marketing objectives, Shiffman noted interest is divided about equally between "brand building / management," "awareness," and "customer loyalty / retention."
However, marketers do appear to have blind spots with mobile.
For instance, one finding that surprised Shiffman was a relative lack of interest in social as it relates to mobile. "I would've thought we'd see more buzz [about social-mobile] because mobile is emerging as the core way people connect socially," he said.
That may be because CMO's tend to compartmentalize channels, or it may just be that talk of SoLoMo is still filtering into the marketing world. "We're early in connecting those things together from a marketing perspective," said Shiffman.
Of course, mobile has its strengths from a measurement standpoint as well – including the ability to track location in a way that's actually meaningful. An example of this is the creation of individual data profiles based on habitual activities – such as regular neighborhoods visited and commuting routes – with messaging tailored accordingly.
Shiffman said of mobile measurement, "It definitely suffers by comparison to other channels, like every medium does. The known and longstanding measurement that people are comfortable with becomes really good in people's minds when we compare it to other things."