[E-publicité] The information not to be missed: The Gauls rewarded at the Cannes Lions 2014, 53% of advertisers lack visibility …

by bold-lichterman

Close up of a man using mobile smart phoneMobile campaigns are hampered by the complexity of their technical implementation, in particular with regard to operating systems, according to the mobile advertisers barometer of the SRI (the syndicate of Internet agencies, editor’s note). 24% of advertisers thus feel a “strong complexity”. Another obstacle: “the lack of knowledge of actors or existing solutions” for 29% of professionals who responded.

Beyond the technical specificities and existing systems, 53% of advertisers admit that they lack visibility on the impact of the campaigns carried out. “This is also the point that is cited as a major obstacle to convince internally of the interest of going on mobile. Added to this is the idea that it is more complicated to precisely target mobile users, as can be done on desktop, or the fear of appearing too intrusive, of generating saturation, or even mistrust of the brand ”explains the IRS.