Mobile ads require rethinking for marketers, Forrester says

04/15/2014 | VentureBeat

Marketers may be buying into mobile advertising, but they "aren't seeing great performance and are having difficulty justifying spend," according to a report by Forrester Research. The report cites numerous reasons, including poor tracking, changing formats, few standards, a segmented market and the failure of advertisers to find the right ad formulas for mobile screens. However, Forrester notes several tactics that hold promise by taking advantage of mobile's features, including IAB filmstrip ads that work on small screens.

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