Why do Brands Have Such Small Mobile Advertising Budgets?

by ClickZ

Forrester research shows that brands shy away from investing in mobile advertising because it's difficult to track performance.

It seems that pretty much everyone is using a mobile device or two at all times, yet mobile advertising only accounts for about 5 percent of the average brand's budget.

In a recent report, "Master Mobile Measurement to Unleash True Cross-Channel Advertising", Forrester research found that most brands shy away from investing too much in mobile because they're not confident they can measure the success of their campaigns.

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