In France, Agencies More Vexed than Marketers by Mobile Ad Budget Management - eMarketer
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In France, Agencies More Vexed than Marketers by Mobile Ad Budget Management

Top challenges include defining objectives and format-related technical problems

January 5, 2017 | Mobile

When it comes to managing mobile ad budgets, ad agencies in France profess to greater challenges—both internal and external—than do their marketing counterparts.

Internal Challenges of Managing Mobile Ad Budgets According to Marketers and Ad Agencies in France, June 2016 (% of respondents)

According to a June 2016 survey of agency execs and marketers conducted by Harris Interactive for Syndicat des Régies Internet (SRI), a higher percentages of agency respondents admitted to almost all of the internal challenges specified in the study compared to the marketers queried.

One in two ad agencies surveyed named the definition of their specific objectives as an internal challenge to managing their mobile ad budgets—the leading problem among these respondents—while just 28% of marketers surveyed said the same. The gap was even wider when it came to the technical problems related to formats: 43% of ad agencies named it as an internal challenge, compared to just 16% of marketers.

External Challenges of Managing Mobile Ad Budgets According to Marketers and Ad Agencies in France, June 2016 (% of respondents)

Tracking problems was the only internal challenge to garner a larger share of marketer respondents than agency ones, albeit by only a 1 percentage point difference. That issue was marketers’ largest; a lack of benchmarks or studies on the effectiveness of mobile advertising came in second, cited by 33%.

The story was broadly similar for external challenges. Nearly 70% of ad agencies admitted to external challenges, with a perception of intrusiveness the biggest. Almost 60% of marketers claimed to be vexed by external challenges too, with the most common being mobile formats—either there were too many formats or the formats available were too small.

Mobile formats came a close second among agency respondents too, the study found, cited by 35% of those queried.

Generally speaking, ad agencies in France are having a harder time managing mobile ad budgets than are their marketing peers.

—Ben Clague

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