Low ROI Blunts Mobile Marketing Adoption

A new study conducted by The Relevancy Group in June 2011 and commissioned by Pontiflex, finds that lack of return on investment from mobile advertising is the biggest deterrent for marketers when it comes to increasing mobile ad spending in 2011.

Some 43 percent of marketers who aren't planning to increase their mobile ad spending this year say low ROI from mobile advertising is the top reason that they won't increase spending. The survey also found that 93 percent of marketers said they would increase mobile ad spending if they realized a higher return on their investment.

Other survey results indicate that marketers are dissatisfied with click-based mobile advertising. The Relevancy Group survey found that 56 percent of Fortune 500 marketers are dissatisfied with or don't use click-based mobile advertising.

Low Mobile ROI Deterring Mobile Advertising