Fifty-seven percent of US smartphone owners who see in-app ads find them interruptive and only one in five thinks the ads are relevant, according to new Forrester data. So despite impressive mobile revenues from the likes of Twitter and Facebook, most marketers still aren’t delivering when it comes to mobile advertising.

How can marketers transform their customers’ mobile ad experience? Not by waiting on ad tech to solve the problem, declares Forrester in new research. Because regardless of which technology wins, mobile ads won’t work if the strategy itself isn’t mobile-first. Rather, the future of mobile advertising depends on a mobile-unique approach to creative formats and messaging, audience targeting, and partnerships for execution.

Additional insight in the new research includes:

  • The four types of distinct mobile ad formats that will emerge: standard display, mobile-specific, standard publisher, and proprietary publisher-specific.
  • How marketers will accomplish personalized mobile ad messaging at scale.
  • Why the future of mobile ads will be based more on automated facilitation, not on programmatic — in part thanks to marketers’ increased focus on the quality and personalization of the impression.

To learn more abou the future of mobile advertising, visit the Marketing Leadership blog.