Trends Report

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

All Mobile Paid Media Is Not The Same

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


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.

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