Trends Report

Brief: Don't Confound Mobile Ads And Mobile Paid Search

All Mobile Paid Media Is Not The Same

June 24th, 2014
JW
Jennifer Wise
With contributors:
Melissa Parrish , Emily Kwan , Sarah Takvorian

Summary

Marketers are turning their attention to mobile advertising in order to reach the large, addressable mobile audience. But approaching mobile advertising strategically is difficult, as marketers face conflicting reports of which tactics are encompassed in the term "mobile advertising." Today, the included tactics vary from vendor to vendor leading to skewed market assessments, and marketers' own internal planning and budgeting often lumps all paid mobile marketing tactics together. This brief examines the current inconsistencies in the marketplace and explains how marketers should parse out each mobile tactic to correctly plan, optimize, and budget for mobile.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.