Obtaining reliable metrics and measurements is the main barrier to mobile marketing growth in Asia, according to new survey data from WARC and the Mobile Marketing Association (MMA). Based on responses from 363 practitioners, the research also found that ad fraud was cited as a growing concern by a third (33%) of practitioners in the region.
At 31%, content creation for mobile is the third-largest barrier as marketers aim to evolve their video content and social media in order to attract the consumer's attention.
As more people are...