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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Outdated Measurement Tools And KPIs Leave Advertisers In The Dark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

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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.

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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