Mobile has expanded from a top-of-funnel awareness device to a legitimate transaction point for brands. However, even as consumers increase their reliance on mobile phones, the majority of brands continue to underinvest in mobile marketing initiatives. Those who fail to prioritize mobile risk losing sales and consumers to competing brands who understand the degree to which mobile phones are constantly connected to their customer bases.

Here are a few key findings from Gartner L2’s mobile marketing report:

There’s a small-screen advantage. A staggering 67% of brand site traffic measured in the study came from a mobile device. However, only 13% of brands’ total ad spend was allocated towards mobile in 2017.

Mobile share of impressions

Less is more. The share of brand emails optimized for mobile dropped from 75% in 2016 to 67% in 2017. Email campaigns with a subject length of 21 to 30 characters performed strongest on mobile, exhibiting a 24.4% open rate. Meanwhile, open rates fell to 21.9% for emails with subject lines containing more than 71 characters.

Linking strategies are changing. In 2017, 67% of branded mobile display ads linked to brand-owned sites. Amazon has overtaken Walmart as the preferred e-tailer ad linking destination, increasing its share of CPG brand e-tailer digital ads from 26% in 2016 to 40% in 2017. As mobile commerce grows and the cross-device purchase journey becomes more typical, the study recommends that brands focus on delivering high mobile ad quality, while also refining targeting and investing in Google Shopping ads as much as possible.