Mobile advertising: Will the return on ad spend meet my expectations?

Industry analysts forecast that Western European brands will spend over $4.4 billion on mobile advertising by 2016. Yet this spend level represents only a minor share of the total digital ad spend. Given consumers' adoption and use of smartphones and tablets, the imbalance between media time spent and advertising is clearly an industry problem. However, some marketers are moving forward with mobile-specific campaigns and seeing success with mobile ads in driving customer acquisition.


Dailymotion: Damien du Chéné, VP Strategy & Marketing. Zalando: Sebastian Grebasch, Head of SEA/Mobile Marketing