As advertisers plan their mobile strategy, they have choices as to what ad inventory to use. The study found that the greatest percentage of respondents—by a wide margin—employed mobile sites or landing pages, at 70%. The next most common type of mobile ad was a static mobile display or banner ad, used by 49% of respondents. Despite search’s ubiquity as a digital tactic—and its importance on mobile—a lesser 44% invested in mobile search ads. This may be in part because there is less real estate for such ads on mobile screens. Nearly three out of 10 marketers used branded mobile apps, and 19% used mobile video ads. Read the rest at eMarketer.
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