Study: 55 percent of mobile dollars wasted

A recent study (reg. req’d) from Forrester Consulting, commissioned by Celtra, argues that $0.55 of every dollar spent on mobile advertising is wasted. Beyond this, negative mobile ad experiences are hurting brand perceptions among consumers. These types of findings and conclusions aren’t new but they’re worth emphasizing because mobile traffic now dominates the PC, and much of what passes for mobile advertising is a kind of perfunctory conversion of desktop ads. The report doesn’t differentiate between mobile web and in-app ads or explore that issue at all. The Forrester study was based on two surveys. One polled 100 brand advertisers; the other surveyed 1,000 adult smartphone owners in the US. The digital ad budgets for each of the surveyed companies exceeded $200 million. Brand advertisers were initially asked about their goals: “What are your company’s primary business objectives for mobile advertising?” The top five responses, in order, were the following: