Every year, mobile advertising is forecast to enjoy a bonanza, and every year advertiser confidence and expenditure lags far behind consumer adoption of mobile devices.
A study by research firm Berg Insight estimates that mobile ads account for about 1 per cent of worldwide advertising outlay, while consumers are spending around a quarter of their available “media consumption time” browsing the internet and using apps on smartphones and tablets.
Mobile advertising, nonetheless, represents a step in the dark. There is a vast oversupply of available ad space and not enough demand for it. This imbalance makes it hard for advertisers to understand where their ads might be best placed.
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