“The Sell-Sider” is a column written by the sell side of the digital media community.
Today’s column is written by Steve Goldberg, digital practice lead at EmpiricalMedia.
Mobile — and making sense of mobile — simply perplexes people. I have numerous even-tempered clients and colleagues who have been driven into a rage when tasked with creating presentations on mobile.
One reason is that the expectations for most on the sell side are not aligned with reality. A survey of trade articles makes you feel confident that marketers are cataclysmically underspending on mobile. Furthermore, you may also learn that most sellers make no mobile revenue at all or that everyone but you makes tons money on location-based ads.
Since all of this can’t all be true at the same time, let’s look at some popular mobile myths and bust ‘em up.