Smartphone adoption is surging. Your customers’ eyes are glued to their mobile screens. You want to get your brand in front of them. It’s time for mobile advertising.
Sadly, executing on a mobile ad campaign isn’t as easy as deciding you need one. Not only do you have to fight for budget, and craft a mobile-first not mini-desktop campaign, but you also need to pick the right partner to deliver on your mobile advertising needs. And while there is surely no shortage on vendors to select from, there is a lack of clarity into who actually does what.
To navigate this chaotic landscape, we surveyed mobile ad tech vendors and asked nitty-gritty questions about their heritage, creative, targeting, and add-on capabilities. What did we find? Marketers are right to be confused.
Why is this?
- Each vendor’s value proposition isn’t clear. Less than one-third of the 35 vendors we surveyed are pure-breads in any one ad tech category, and they offer anything from in-house creative services to contextual targeting to strong attribution chops. The result? Many jacks-of-all-trades that muddle the mobile ad tech landscape.
- Each marketer’s expectations aren’t clear, either. We’re not just blaming the mobile ad tech vendors for this. Vendors are creating combinations of capabilities that they think marketers want – but aren’t getting much guidance.