How Marketers Perceive Mobile Advertising

Marketers and consumers have something in common: Neither group knows quite what to make of mobile advertising. But we’re getting there. We know, for instance, that consumers are willing to view certain ads they consider relevant to them. Yet there is an overall aversion to the prevalence of mobile advertising, PwC reported recently. That – and the relative newness of this advertising trend – may help explain why marketers are not unanimously on board with every aspect of mobile programmatic advertising.

Marketers do value mobile advertising, though. Different brands and organizations tend to focus on the aspects that are most relative to their current marketing campaigns. More and more, marketers are shifting funds from other formats to fold mobile strategies into their programs. In the latest IAB Mobile Center’s “Marketer Perceptions of Mobile Advertising” research, a holistic look at marketers’ views of mobile, two out of five marketers agreed that mobile programmatic advertising would help them reach their target audiences.

The 411 On Mobile Pay-Per-Click

Pay Per Click AdvertisingMore than half of adults use their phones to surf the Web, the Pew Research Center reported – a trend that will continue throughout 2015. That amounts to a lot more clicks and impressions available to marketers, many of whom are already using the pay-per-click model to target users of cell phones, iPads and other mobile devices.

Essentially, this offers a more efficient way to manage the type of website, time of day and ad copy that these visitors are viewing. Mobile PPC ad campaigns allow marketers control over when and how ads will be displayed, and who will see them.