Marketers Face Mobile Advertising Challenges - eMarketer

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Marketers Face Mobile Advertising Challenges

Smartphones are hard to monetize

January 27, 2016

Mobile accounted for more than half of digital ad spending in 2015, and marketers continue to see increased value in mobile advertising. While there are benefits, there are challenges too, according to Q3 2015 research.

Biggest Challenges of Mobile Advertising According to US Marketers, Q3 2015 (% of respondents)

According to AdRoll, 41% of US marketers said the lack of attribution transparency was one of the biggest challenges of mobile advertising. Additionally, more than a third of respondents said that users or consumers not converting on mobile is another challenge.

Lack of analytics tools and the inability to connect mobile and desktop users were also some of the biggest challenges of mobile advertising, according to marketers.

Type of Screen that Causes the Most Monetization Trouble According to US Publishing Professionals*, Sep 2015 (% of respondents)

Mobile devices—smartphones in particular—are not the easiest screens to monetize. In fact, the smallest screen is the one that cause the most trouble, according to September 2015 research from AdMonsters.

Two-thirds of US publishing professionals said that smartphones caused the most monetization trouble. Tablets and over-the-top (OTT) and TV screens also caused issues for a fair number of respondents, but were not as much of an inconvenience as smartphones were.

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