Although marketers continue to boost spending on mobile search advertising, return on investment (ROI) from mobile campaigns remains disproportionately low.
Jeremy Hull, director of bought media at iProspect, spoke with eMarketer’s Jeremy Kressmann about the challenges associated with optimizing mobile campaigns and measuring performance.
The number of people converting on smartphones is high and continues to rise. But even with the lower cost per click (CPC), mobile advertising ROI has not caught up to desktop advertising ROI. This is partly because people aren’t just looking to make a purchase on mobile.
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