As advertising executives convene in New Orleans for the 4A’s Transformation conference this week, a pressing issue facing the industry is advertising for mobile marketing, and, specifically, the vexing problems with executing media planning and advertising campaigns on mobile apps.
While there is widespread consensus regarding the attractiveness of the mobile app medium to reach a large (>800MM globally), diverse, global and engaged audience (70% of user time on smart devices is spent on apps, challenging time spent on TV), advertisers remain skeptical regarding the effectiveness of in-app campaigns.
Indeed, mobile app advertising remains mostly performance based (largely apps advertising in other apps to power downloads), with brand advertisers largely on the sidelines.