A recent study from Forrester Consulting, commissioned by Celtra, argues that $0.55 of every dollar spent on mobile advertising is wasted. Beyond this, negative mobile ad experiences are hurting brand perceptions among consumers.
These types of findings and conclusions aren’t new but they’re worth emphasizing because mobile traffic now dominates the PC, and much of what passes for mobile advertising is a kind of perfunctory conversion of desktop ads. The report doesn’t differentiate between mobile web and in-app ads or explore that issue at all.
