Commentary

Mobile is a single digit game

Mobile media budgets are still in a single digit percentage game when it comes to share of overall media budgets for most marketers â€" and that doesn't help near-term growth.

“It’s single digit numbers and because of that it begets another problem,” says Jason Meil, executive vp of director of innovations at Initiative. “People spend less time [developing] it.”

He says while SMS campaigns and banners are showing good performance, growth for mobile is still “organic.”

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