Mobile advertising lack of ROI “biggest deterrent for marketers”
Research spearheaded by The Relevancy Group has shown that lack of ROI from mobile advertising is “the biggest deterrent for marketers” when it comes to increasing mobile advertising spending this year.
However, the US based research found that 73% of marketers state improving ROI for mobile campaigns is a top priority, with 54% saying that increasing email subscribers in a priority and 53% stating that building a social community is a priority.
The research commissioned by Pontiflex states that 41% of marketers think that the most successful advertising campaigns are those where they pay for signups.
It was also discovered that 56% of Fortune 500 marketers ‘are dissatisfied with or don’t use click-based mobile advertising’.
David Daniels, CEO and co-founder of The Relevancy Group, told Mobile Marketing watch: “On mobile, click-based ad units aren’t valid options for mobile marketers focused on increasing ROI.
“Mobile advertising requires a dramatic shift that is both focused on and respectful of the user – honouring a good experience with meaningful engagement.”