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