Multiple factors need to be taken into account when gauging the effectiveness of mobile display advertising.
All told, marketing and digital advertising experts consulted for a new eMarketer report gave mobile display advertising a B-minus for effectiveness.
eMarketer estimates steep growth (82.3%) in the amount spent on mobile display advertising in the US this year. Still, spending on mobile advertising lags the time spent with mobile devices, so the uptick in expenditure will not necessarily translate into dramatic increases in mobile display CPMs. Supply will likely continue to outpace demand, which will keep CPMs relatively stable.
However, eCPMs, which signal the effectiveness of campaigns, are expected to rise further as marketers push agencies for tailored creative assets—ads that leverage mobile device features and take consumers’ mobile behaviors into account—and push the industry for better tools to measure and optimize return on investment (ROI).