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.