INside Performance Marketing
JOIN THE PERFORMANCEIN Top 50 Industry Players from 2017
Content packages include articles, roundtables, product discounts, and more…
Agencies Struggling With Responsive Web Design and Mobile Privacy

Agencies Struggling With Responsive Web Design and Mobile Privacy


The IAB’s snapshot study has uncovered how 53% of media agency respondents have no experience in responsive web design and mobile privacy. The revolution is a cause for concern because of how important both are to performance marketing.

A little under half of those polled (49%) disclosed that they lacked any experience in real time advertising. RTB is fast becoming the industry standard according to Adfonic figures. An agency without good expertise in this particular display type is likely to be behind the curve.

One statistic that will be of little surprise to those following performance marketing trends is that 48% of respondents said they had no Near Field Communication (NFC) experience. The technology has yet to gain any real foothold in the UK.

Mobile's value is growing

On the plus side, more resource is being allocated to mobile year-on-year. Only 17% of agency employees involved in the survey claimed spend was holding it back, a decline on 2011’s figure of 33%.

The rising spend is reflected in 38% of CEOs and MDs now driving the mobile agenda in agencies, up from 25% in 2011. It’s reassuring that more seniors are taking mobile seriously, something the IAB’s Senior Mobile Manager, Alex Kozloff, agrees with.

“The fact that 38% of CEOs are driving the push for mobile is really exciting but it’s clear to see there are still a number of key areas that mobile experts are struggling with that we will look to address this year,” she said.

Continue the conversation

Got a question or comment – tweet Simon simonnholland or comment on Twitter, Facebook or LinkedIN.

Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

Read more from Simon

You may also like…