Over-cautious brands and ad agencies are stifling the mobile ad market, says research.
A study carried out for Camerjam's Mobile Advertising UK (MobAdUK) conference in London in June, found 31 per cent of respondents blamed cautious brands when asked, "Why has mobile advertising been slow to grow?" . 12 per cent said operator greed was the chief contributor to slow growth.
Camerjam founder and mobile industry expert James Cameron, said: "Operators must make customer data accessible and useful to advertisers and significantly reduce the cut they take on traffic generated through their portals."
On agency spend, he said: "The recent Volkswagen Tiguan campaign divided its budget between TV, print and online, allocating just one per cent of online spend to mobile. While it's great that big brands are spending on mobile, the success of the medium depends primarily on greater budgets from the brands."
Advertisement
