By Tim Maytom
27 per cent of UK media agency employees have “no idea” how to comply with mobile privacy laws and guidelines, while 22 per cent are equally clueless regarding brand safety on mobile.
These figures come from the Agency Snapshot Study by the IAB, which nonetheless suggested that general mobile advertising knowledge in the UK has seen an increase of 23 per cent in the last year.
The research, carried out in partnership with YouGov, aimed to assess agency approaches to mobile advertising over the last year, and covered agencies in the UK, France, Germany, Italy and Spain.
According to the survey, strategists are emerging as the key drivers of mobile growth within media agencies, with 53 per cent of employees citing them as the most mobile-focused within their agencies, and suggesting that mobile is becoming increasingly mainstream across media agencies.
49 per cent of UK agency employees stated that mobile is now a regular part of client proposals, up from 38 per cent in 2013. However, mobile programmatic, brand safety and mobile privacy all rated low for the levels of understanding in agency staff.
42 per cent of agency employees across Europe claimed that mobile is unlocking new budgets, although 71 …read more
Source:: Mobile App News