This is the third installment of a four-part series looking at how publishers are organizing themselves to thrive in the post-desktop era. It is brought to you by Vizu, A Nielsen Company, the leader in measuring digital brand advertising effectiveness.
For all the chatter about the hope of mobile advertising, most publishers and advertisers struggle to make it work.
The problem with mobile ads is that they’re inefficient and difficult to sell, complicated to traffic and track, and big-brand advertisers simply haven’t invested much in them. The counterintuitive solution might be to skip the notion of mobile ads altogether.
Twitter is a good example. It doesn’t sell “mobile” ads; it sells ads that work just as well on mobile as they do on desktop. Some days the company even generates more U.S. revenue from smartphone and tablet devices than it does from desktop ones, it says. Facebook is taking a similar approach with its sponsored posts, too: Advertisers can provide one piece of creative and serve their ads anywhere.
Continue reading this article here: http://www.digiday.com/publishers/vizu-has-mobile-advertising-failed/