Trends Report

The State Of Mobile Advertising: Context And Measurement Wanted

Outdated Measurement Tools And KPIs Leave Advertisers In The Dark

December 19th, 2017
SM
Samantha Merlivat
With contributors:
Melissa Parrish , Thomas Husson , Miriam Oesterreich , Christine Turley

Summary

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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