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Why marketers underspend in mobile advertising?

By Stefan Finsinger
from Quality Financial Media
08 March 2017
Although people spend nowadays about 25% of their time on a mobile device, marketers only allocate 12% of their budgets to this medium. Sir Martin Sorrell thinks that the industry still has some room for improvement.

Smaller agencies have adapted better to the new landscape than some big ad agencies, including WPP. Even if some claim that they are mobile first, the reality may be different.

Tech is the biggest factor why the industry is held back. While India saw an explosion of their 5G coverage, developed countries will not adapt that quickly. Apparently, 3G and 4G used the same/similar technology and was easily switched over. However, 5G is using a different technology and new handheld devices would need to cater for both signals.

Another area of concerns in the industry is measurement. Many agencies have tried it, but there is still no clear universal approach. This is especially true when it comes to mobile video ads.

Read more at http://www.thedrum.com/news/2017/03/07/mobile-advertising-remains-billion-dollar-opportunity-smaller-digital-agencies-are

and http://adage.com/article/digital/true-measure-a-mobile-ad/308186/