Mobile Ads Still Taking Baby Steps
Counting in millions, not billions (for now).
Like a gifted but underachieving student, the US mobile ad spending story remains more about potential than results. The most recent evidence comes from a February 2008 iMedia Connection study.
More than two-thirds of online marketers polled said that they planned to do no more than dabble in mobile marketing in 2008.
The executives surveyed by iMedia were not just being instinctively conservative. Online marketers are used to being able to measure their campaign results, and mobile marketing metrics are still very much a work in progress.
The problem does not seem to be that too few mobile users are getting ad impressions. In March 2008 Nielsen said that 58 million US mobile subscribers viewed an ad on their mobile phones during the previous month.
The finding was cited in a BusinessWeek article which concluded that "the problem is that advertisers don't know what users are doing, if anything, when they see the ads."
Read more - eMarketer
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