A recent study by Performics found that mobile paid search is now 11 percent of mobile impressions and that tablets provide 13 percent of that total. Despite the popularity of mobile browsing, marketing budgets specifically dedicated to mobile trail that of online and social media, but that is simply part of the industry’s natural growing pains.
“I don’t see mobile being any different than any other of the evolutionary lags,” said Daina Middleton, CEO of Performics, which is part of Publicis Groupe. “Originally there was a lag to “being online” (by brands). There was a lag to social, now we have a lag to mobile. Brands have been doing the same thing for 60 years and old habits are hard to break. All of the tools that we use, the way we measure is based on the old broadcasting model.”
More in Media
The case for and against publishers buying paid traffic
For many audience development teams, the question is no longer whether to buy traffic, but how far they can push it.
Why retailers like Target and Aerie are moving beyond straight affiliate deals with creators
Creator programs are changing as retailers like Target and Aerie realize they require a multifaceted approach that doesn’t just rely on affiliate links.
Rising gas prices may push more household spending toward Amazon
The spike has squeezed household budgets and changed how people shop. Consumers are pulling back on discretionary spending and foot traffic is in decline.