"Media buying platform Iotec has revealed findings from its latest research into the burgeoning field of mobile programmatic advertising, including the startling conclusion that 41% of marketers remain intimidated by the technology. Contained in its Mobile Transparency Report the findings dovetail with eMarketer research showing that mobile media will surpass TV activity as early as 2019, making mobile an ever more crucial lynchpin of any advertiser's armory. As recently as 2016 mobile advertising accounted for just 50% of UK digital advertising."
"That's why we wanted to conduct this research - we now know that marketers perceive the mobile programmatic landscape to be complex, further exacerbating the issue of transparent actions. After all, how can you work effectively within a system you don't understand? Therefore, we hope these results and recommendations serve as benchmarks for industry leaders to sign up to and use for themselves and their clients in the future."
41% of marketers remain intimidated by mobile programmatic advertising technology. Mobile media is projected to surpass TV activity as early as 2019, increasing its strategic importance for advertisers. As recently as 2016 mobile accounted for 50% of UK digital advertising. Sixty percent of marketers intend to increase mobile programmatic ad spend over the next year. The top transparency concerns are fraud, viewability, and targeting. Brand advertisers and tech vendors are urged to improve industry practices through open ecosystems and active commitment to ad fraud prevention, with benchmarks recommended for adoption.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]