Forrester Research Inc., Cambridge, Mass., partnered with Mobile Marketing Association (MMA), New York, to survey global marketers on their mobile advertising practice. Mobile has taken a more prominent role in brands’ advertising strategy, but as they prepare to spend more on mobile ads, marketers have to confront issues related to data accuracy, measurement and fragmentation. This report reveals the state of mobile advertising in 2017, including what drives mobile advertising performance, what challenges marketers face and how marketers plan to address such issues.

Key takeaways

Mobile advertising’s growth spree will continue. Brands will continue to grow mobile advertising budgets in the next 12 months. As they do, they identify a need to increase internal resources assigned to mobile advertising and demystify a cluttered mobile advertising ecosystem.

Mobile data inaccuracy frustrates measurement and personalization. Marketers identify data quality and accuracy in the mobile environment as a top challenge to mobile advertising. The consequences are dire, as marketers are often unable to determine if specific formats or channels result in positive performance.

A large majority of marketers face a steep learning curve. Old habits die hard. Banner ads still prevail, first and last-click attribution are more common than they should be and demographic targeting dwarfs more contextual approaches to personalization.