Publishers struggle to sell mobile ad inventory

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMedia Vitals, 10/15/10

A new study serves as a reminder that mobile is a new medium: Publishers are toying with mobile monetization strategies and advertisers are hesitant to dive in.

The State of the Mobile Industry Report, sponsored by mobile ad network Mojiva, found that mobile advertising budgets have only creeped up slightly in the last six months. Mobile ads now represent about 13% of advertisers’ total digital media spend (up from 12% six months ago).

In August, Mojiva surveyed more than 600 advertisers, agencies, mobile marketing firms and publishers/content producers (211).

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