More on mobile advertising - who is doing it well?

Alright, so we’ve all heard about how great mobile advertising is. We’ve also heard about how very few are fully taking advantage of what’s on offer here – the numbers never seem to match up to the predicted “exploding growth”. To compound it, this piece covers how those who are doing mobile advertising are not doing it right. So what’s the problem with mobile? Why aren’t more people taking advantage of the massive click through rates?

Alright, so we've all heard about how great mobile advertising is. We've also heard about how very few are fully taking advantage of what's on offer here - the numbers never seem to match up to the predicted "exploding growth".

To compound it, this piece covers how those who are doing mobile advertising are not doing it right. So what's the problem with mobile? Why aren't more people taking advantage of the massive click through rates?

It could have to do with hesitation around websites not being mobile-ready, and so not wasting resources sending traffic there. There is also the possibility of already accounted for (and stretched) budgets. The article suggests that it is simply because marketers are not understanding the full value of mobile and the strength it can add to the customer journey. Whatever reason, marketers are going to need to get clued up - the rates for multi-screen usage are constantly rising.