Mobile advertising is farther along than you think

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?


More like this

Mobile beats desktop for ad viewability

Mobile accounts for more than half of social media spend, says IAB/PwC report

How to tell if Google thinks your site is mobile-friendly

Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x