Marketers Concerned with Mobile Ad Spending, ROI

Marketers remain far from free of concern when it comes to mobile ad spending and their ROI.

A new study spearheaded by The Relevancy Group (and commissioned by Pontiflex) reveals that lack of ROI from mobile advertising is “the biggest deterrent for marketers” when it comes to increasing mobile ad spending this year.

Specifically, 43 percent of marketers who aren’t planning to increase their mobile ad spending this year cite low ROI from mobile advertising as the number one reason that they won’t increase spending. The survey also found that 93 percent of marketers said they would increase mobile ad spending if they realized a higher return on their investment.

Still, marketers largely express interest in the potential of mobile advertising and identify three clear priorities for the remainder of the year:

  • 73 percent state improving ROI for mobile campaigns is a top priority
  • 54 percent state increasing email subscribers is a priority
  • 53 percent state that building a social community is a priority

Additional survey results show that marketers in particular are dissatisfied with click-based mobile advertising. The Relevancy Group survey shows that 56 percent of Fortune 500 marketers “are dissatisfied with or don’t use click-based mobile advertising.”

41 percent of marketers, meanwhile, reveal that the most effective mobile ad campaigns are those where they pay for signups.

“On mobile, click-based ad units aren’t valid options for mobile marketers focused on increasing ROI,” said David Daniels, CEO and Co-Founder of The Relevancy Group. “Mobile advertising requires a dramatic shift that is both focused on and respectful of the user – honoring a good experience with meaningful engagement.”