|Sam Del Rowe|
Mobile advertising spend is set to increase by 24.5 percent year over year through 2020, according to a study by Forrester on behalf of Celtra. Nevertheless, brands are struggling to succeed in the space: the study found that more than 66 percent of advertisers believe that at least half of their mobile advertising efforts are unsuccessful in achieving their objectives.
Moreover, 71 percent of consumers report that at least half of the ads they see in a day are disruptive to their mobile experience. According to the study, advertisers need to pay more attention to the creative of their content to remedy this situation. With just 24 percent of companies citing ad creative as a top priority, the need for improvement is clear.
“Smart advertisers have a significant market opportunity to drive high levels of customer engagement and sustained competitive advantage by leveraging strong creative in their mobile ad campaigns,” sMihael Mikek, founder and CEO of Celtra, said in a statement. “Many brands have yet to realize the full potential of mobile advertising and will benefit greatly by refocusing their efforts on quality and the user experience. This will ensure that mobile ads are more relevant, less disruptive and, ultimately, more engaging to consumers.”