The best way to describe the state of mobile ad targeting is to say it’s a work in progress, according to a new eMarketer report, “Mobile Ad Targeting: After Years of ‘Spray and Pray,’ Signs of Sophistication Appear.”
Targeting ads to specific devices and operating systems is the most established form of mobile ad targeting. Trends that have been evident for several years continue to hold true while a new form of device targeting—multiscreen targeting—is emerging in response to consumers’ increased use of multiple web-enabled devices.
With the smartphone- and tablet-using audiences growing rapidly—and time spent with media on these devices increasing steadily—marketers have started investing in multiscreen advertising campaigns. Read More