Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Mobile Advertising: It's Time To Get Personal

Dump Your Desktop Approach For Integrated, Individualized Mobile Ads

April 15, 2014

Primary author headshot

Authors

Why Read This Report

Nearly a third of the world's population is equipped with smartphones, and saturation reaches more than two-thirds in major markets like Hong Kong, the UK, and the US. This creates a huge mobile advertising opportunity: Marketers can reach a sizable audience with hypertargeted messages, and all industry players — from agencies to publishers to ad tech vendors — stand to profit. But although mobile ad investment is growing and the market is ripe with vendors offering programmatic solutions, the reality of this market still lags behind the potential. This report will explain the opportunity and hurdles within the mobile advertising market today and what marketers, agencies, publishers, and advertising technology vendors have to do to help the industry reach its potential.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Marketers Have High Expectations For Mobile Advertising
  • Mobile Advertising Requires New Formats And Personalization
  • RECOMMENDATIONS

  • All Industry Players Must Support Mobile Advertising's Evolution
  • WHAT IT MEANS

  • Mobile's Value Redefines The Marketing Ecosystem
  • Supplemental Material
  • Related Research Documents

Recommended Research