Mobile advertising is undergoing something of a technological revolution to drive performance and increase return on investment. Data is becoming the key enabler throughout this technological revolution by ensuring that mobile advertising campaigns can be conducted in real-time. As platforms emerge to capitalize on this opportunity, there is a disconnect between these technological advancements and the broader realm of mobile media buyers and planners that uses them.
While there is a band of mobile specialists that have become adept at using these emerging platforms, for mobile advertising to mirror the exponential growth experienced in the online advertising space in the last decade, the service and all associated platforms must attain mass agency and brand usability, from the major global agencies and brands, to the two-man agencies and small-to-medium businesses. Research by Pontiflex revealed that optimizing mobile advertising campaigns in real-time is critical for approximately 75% of all small-to-medium businesses.
Mobile advertising optimization must no longer be viewed as an elitist brand and agency proposition and become a key tool for all to use as part of their audience targeting. Ensuring every brand and agency is connected to the relevant platforms will become critical in unlocking mobile display advertising’s phenomenal revenue promise.
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