Despite the healthy growth, the mobile ad marketplaces is screaming for change, according to Joe Laszlo, senior director at IAB’s Mobile Marketing Center of Excellence. “The media selling side of the industry needs to do better to make sure [mobile ad] metrics are reliable and accurate and there also needs to be movement on the buy side,” Laszlo maintained during a webinar explaining the report’s findings. “It [mobile advertising] is not going to be exactly the same as it is on the web and buyers need to learn a slightly different measurement regime for mobile.”
Scalability, attribution, transparency and targeting limitations continue to slow down investments in mobile advertising.
“There is still a lot of work to do,” noted Daniel Knapp, director of advertising research at HIS. “Mobile consumption is fragmented and we don’t know how to relate one data source to another. It’s also a question of how actionable the data is. When marketers look at mobile, many see a black box.”