More and more firms are experimenting with mobile display advertising. 2012 ad spending is projected to hit $1.8 billion, which is triple the amount spent in 2011. Despite metrics about impressions, there are still many who question whether or not it is worth money. The digital marketing agency can ease client fears by pointing them to a new eMarketer survey of brands that have spent money on mobile display ads.
55% of those brands report positive findings on their ads. 26% found the spending to be inconsistent, which is not necessarily a negative. Only 4% of those respondents had a negative experience with the advertising.
The digital marketing agency also needs to work on developing better tracking. Mobile users are known to use multiple screens within a single purchase decision and a better way to track these users would help advertisers make ads more effective. Better tracking might also turn some of the inconsistent results into consistently positive results.