Organizations that advertise in mobile using a comprehensive mobile-first strategy rather than waiting on flashy technology to do the trick will win, according to new research by Forrester.
The report, Mobile Advertising: It's Time To Get Personal, claims marketers are not delivering when it comes to mobile advertising.
Without mobile-first marketing, organizations miss the opportunity to make their ads effective, said report author Jennifer Wise, a Forrester Research analyst focused on mobile marketing.
"Your mobile customer turned to his phone in that moment to do something else, whether it was to entertain himself with Candy Crush, get directions or read an article," Wise said. "Since you are 'borrowing' from this experience with your ad, that ad has to be respectful of the experience and compelling enough to get them to switch gears and focus on your brand. This means they require a new level of integration and relevancy."