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Mobile advertising is at an adolescent stage in its development. Mature enough for its effectiveness to be incontrovertible, yet young enough that big practical kinks remain.

Particularly as a direct response channel, mobile fundamentally moves consumers closer than ever before to the end of the purchase funnel.

Users are on the street, in the shop, hungry for lunch – using their mobile devices to make direct and imminent purchase decisions. And their attention is focused – much more so than in a desktop setting.

Performance data backs that up. According to eMarketer, mobile click-through rates were eight times higher than desktop display norms in 2012, while ad awareness levels for mobile display ads were nearly five times that of their desktop counterparts.

The hurdles, however, are significant. Continue reading

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