Marketers express mobile ad spend concerns, blame low ROI

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Forty-three percent of marketers surveyed by The Relevancy Group say they do not plan to increase their mobile ad spending this year, citing low ROI as the primary reason behind the decision. At the same time, 93 percent of marketers said they would increase mobile ad spending if they could realize a more substantial return on their investment. In addition, 56 percent of Fortune 500 marketers told The Relevancy Group they are dissatisfied with or bypass click-based mobile advertising, while 41 percent of marketers feel the most effective mobile ad campaigns are those where they pay for signups--i.e., email addresses and social networking usernames of consumers who have opted in to receive their marketing communications. Release