Mobile advertising is still just a blunt instrument for most brands.
In fact less than half of advertisers — 49 percent — employed any targeting parameters at all when serving mobile ads, according to a recent analysis of 11 billion ad impressions delivered by the mobile advertising technology firm Jumptap.
Among the multitude of options available, Jumptap found advertisers most frequently chose to target campaigns to specific types of phones, such as smartphones. Far fewer looked to take advantage of mobile’s unique location based-targeting capabilities (26 percent, per Jumptap), or even more basic targeting factors like age (12 percent) and country (8 percent).
That’s in sharp contrast to a recent report on non-mobile campaigns by Corona Insights, which showed that more than half of the online marketers from leading agencies surveyed targeted local audiences in their ad campaigns.
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When is it time to back away?
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