Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Big Brands Lag on Mobile-Advertising Infrastructure

Complexity, Inconsistency Hobble Industry Growth

By Published on .

NEW YORK (AdAge.com) -- The cost of getting an individual user to respond to a recent mobile-ad campaign ranged from 67 cents to $85, according to Michael Collins, CEO of mobile-marketing agency Joule. Speaking at the Interactive Advertising Bureau's Mobile conference, he cited wild cost variations as an example of the complexity and inconsistency that continue to hobble to growth of the mobile-ad industry.

Advertising Age Embedded Player
Most Popular
In this article: