Forrester Research just released their recent research paper “Mobile Marketing: Three Principles for Success”, in which author Melissa Parrish defines that immediacy, simplicity and context are the keys to the mobile universe.
Looking at our activity, we do see that mobile users are more engaged with display ad units on their mobile devices than on web. Mobile users find advertising on their mobile devices to be more personal thus accepting it more than desktop advertising. There is still room to grow with the number of purchases made on mobile; this number is expected to rise as purchase trust is gained through this channel. Furthermore, in developing countries, mobile has surpassed desktop as the (and in many cases,only) method of internet access, therefore this channel may be the only online media they are exposed to and must be accepted as a viable commerce channel by the masses.
I think that one of the main drivers for this trend is the maturity of the advertising industry when entering the mobile arena. Digital marketers have hit the ground running, are experienced and tech savvy, being able to give mobile advertising a much better starting point than desktop had.
Now, take that and think about how progressed tablet advertising is compared to desktop.
Here is another interesting research on this subject from the IAB
Zion Karsenti is Senior Business Analyst at Matomy Media Group