Why Mobile Advertising Is Such a Headache for Marketers

Mobile computing isn’t that “mobile.” About 70% of tablets aren’t linked to a cellular data plan, and a recent study by AOL found that 68% of time spent on smartphones occurred in people’s homes. If you think about it, the mobile revolution arguably started in 2008, when laptops outsold desktop PCs in the U.S. for the first time.

For marketers, though, there’s a big difference between mobile advertising and the desktop kind. The term refers to an ecosystem created by Apple for the iPhone in 2007 that has since evolved to include tablets and may in time creep onto the desktop as well. This is an environment in which marketers are deprived of most of their favorite tools from desktop computing. Moreover, mobile isn’t one thing, but a bunch of potential screens and situations within a category that right now comprises just 5% of all digital ad spending, by revenues.

Add it all up and mobile advertising is a big headache for marketers. Among the issues:


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