Skip to main content

Save or Share this Report

For B2C Marketing Professionals

The State Of Mobile Advertising: Context And Measurement Wanted

Outdated Measurement Tools And KPIs Leave Advertisers In The Dark

December 19, 2017

Primary author headshot


Why Read This Report

Forrester partnered with the Mobile Marketing Association (MMA) to survey global marketers on their mobile advertising practice. Mobile has taken a more prominent role in brands' advertising strategy, but as they prepare to spend more on mobile ads, marketers have to confront issues related to data accuracy, measurement, and fragmentation. Read this report to understand the state of mobile advertising in 2017, including what drives mobile advertising performance, what challenges marketers face, and how marketers plan to address these.

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 ($745 USD).


Table of Contents

  • Mobile Advertising Is Set For Further Growth
  • Advertisers Struggle To Assemble The Right Skills And Partners
  • Mobile Fragmentation Topples Measurement Efforts
  • Marketers Seek Accuracy As They Strive For More Personalization
  • Recommendations

  • Use Context To Plan Mobile Campaigns Around The Customer Journey
  • Supplemental Material
  • Related Research Documents