eMarketer: What are the top misconceptions that marketers have with mobile advertising?
Steve Ahlberg: The biggest misconception is that you can’t do anything interesting in the space, and that’s been a product of the small standardised units. Marketers are now going with larger size canvases that have full site interactions happen within them.
Additionally, agencies are starting to understand the possibilities within the mobile advertising space, but they’re not quite there yet.
eMarketer: Specifically looking at mobile search vs. mobile display, do these misconceptions vary?
Ahlberg: The biggest thing has been accountability. Has someone clicked on my ad because they wanted to vs. they just fat-fingered something and ended up clicking on it accidentally?
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