In the vein of Arnold Diaz from the local Fox 5 affiliate, we inaugurate the Lairig Marketing version of Shame Shame Shame. Except we leave off the final “e” for “economical,” since we can’t afford the hidden cameras Arnold uses to conduct his investigations.
So welcome to our Research Hall of Sham.
Our first inductee is Jumptap, which calls itself “the leader in targeted mobile advertising.” In February, the company released research it conducted in tandem with “DIGIDAY,” which as you might guess, works in the digital marketing space as well.
Under the umbrella of “The State of Mobile Advertising,” the duo sent out a press release with this alleged research nugget:
“Overall, the study reveals that mobile advertising is continuing its steady growth with nearly 85% of those surveyed engaged in mobile marketing or advertising.”
Dangerous stuff, and as always, MediaPost served as a great example why. It churned out this headline as it pushed the press release along: “85% of Marketers Going Mobile.” Which is not what Jumptap said at all.
You can imagine the tweets, retweets, likes, etc. Woo hoo! Yet, no one – NO ONE – read just two paragraphs deeper. Where you find this:
“The survey aggregates responses from nearly 350 mobile advertising executives…”
If that didn’t just hit you like a baseball bat in the head, I can’t help you.
Congratulations, Jumptap, on your effort. Here are your Research Hall of Sham accomplishments:
- You did a survey on your own industry.
- You paired up on the research with someone else who works in your industry.
- You surveyed a sample that only does what you do.
- Based on #3, you should have reported 100%, not 85%.
- You published a conclusion not borne out by what you asked the survey group.
Funny enough, there was an excellent data point everyone missed: “60% intend to draw their mobile budget from their current online budget.”