NEW YORK, Jan. 22, 2015 /PRNewswire/ -- While most marketers, agencies and technology providers can agree on a shared vision for the future of mobile, a sizeable disconnect remains on how to get there, according to AdExchanger Research, a practice designed to provide thoughtful analysis on the digital media and marketing technology ecosystem.
Executive Director of AdExchanger Research, Melissa Parrish, revealed this and more findings of a new study today during her presentation at Industry Preview, AdExchanger's annual conference on the year ahead in digital marketing technology. Today is the final day of the two-day conference currently taking place at the Grand Hyatt New York in New York City.
AdExchanger Research surveyed more than 500 professionals across the advertising technology ecosystem who buy or sell mobile advertising, including marketers, agencies and technology providers, for this report on mobile's promises, disappointments and potential.
When asked what mobile advertising should look like in five years, all three groups agree that mobile advertising should evolve to be:
- Extremely well-targeted and personalized (80 percent of marketers; 79 percent of agencies and technology providers)
- Distinct from online display formats (68 percent of marketers; 55 percent of agencies and technology providers)
- Bought and sold on a premium basis (48 percent of marketers; 51 percent of agencies and technology providers)
Despite the industry's consensus on the future of mobile advertising, one-third of marketers believe mobile advertising's greatest challenge is that agencies do not have enough experience to craft a good campaign.
Conversely, 43 percent of agencies and technology providers believe marketers still see mobile advertising as experimental with budgets too small to accomplish anything, while 35 percent say their clients do not have enough mobile expertise to have appropriate expectations about their programs' performance.
"A vicious cycle exists where marketers are unable to command larger budgets for mobile advertising until they can point to successful campaigns, while agencies and technology providers are unable to craft the kind of campaigns that would prove mobile's worth until they are given more substantial budgets," said Parrish. "With both parties contributing to this cycle, it will take both parties to break it."
In order to help marketers overcome this divide and move the industry forward, AdExchanger Research provides practical strategies and action items in the report.
The report, "Mobile's Unmet Potential," is available for purchase by visiting research.adexchanger.com.
About AdExchanger Research
AdExchanger Research was formed in 2013 by AdExchanger to provide thoughtful analysis on the digital media and marketing technology ecosystem. As a complement to AdExchanger's editorial and publishing arm, our research practice is intended to provide ongoing guidance, advice, support and interpretation of the dynamic digital landscape. Visit AdExchanger Research at research.adexchanger.com.
Founded in 2008, AdExchanger is an integrated media company – which includes publishing, conferences and research – devoted to the data-driven, digital marketing space. AdExchanger enables the exchange of ideas between all members of the "ecosystem," including agencies, advertisers, publishers, data providers, ad networks, media traders and marketing technology companies. The goal of this exchange is to help improve understanding and efficiency. The publication has 140,000 monthly unique visitors and a daily newsletter with more than 16,000 subscribers. The company also produces the leading conference in programmatic media, PROGRAMMATIC I/O, and Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology. Visit us at www.adexchanger.com and follow us on Twitter at @adexchanger to stay informed on the latest news.
SOURCE AdExchanger Research