Though mobile interactive advertising platforms are still
considered a complex landscape of constant innovation by many brands and
agencies, they are being adopted at increasing speed, according to Interactive Advertising Bureau.
The study called Marketer Perspectives on Mobile
Advertising” found that 63 percent of respondents stated that their companies’
mobile advertising spend over the past two years has increased to some degree,
with 29 percent reporting an increase of over 50 percent.
The outlook for an uptick in the next two years is even
more striking, with most of these key ad spend decision-makers (72 percent)
saying that they are looking to increase their mobile advertising budget; 35
percent of respondents expect to increase spend by over 50 percent.
Given the current economic climate, these
overwhelmingly positive ad spend numbers are telling. They truly underscore
what those of us working in the mobile space have always recognized that the
remarkable evolution and progression of mobile interactive advertising has only
begun to deliver on its extraordinary promise,” said Anna Bager, vice president
and general manager, IAB Mobile Marketing Center of Excellence.
Additional results revealed that half of the brand
marketers surveyed already treat mobile platforms as an integral element of
their overall advertising strategy.
The other half of the survey’s respondents are also
intrigued by mobile advertising’s benefits, but are currently exploring how
best to leverage mobile platforms within their marketing plans: more than a
third (35 percent) stated they are experimenting” with mobile, while another
14 percent are tapping into mobile on an ad hoc basis.
A significant number (60 percent) also ranked a limited
opportunity for creative as a mobile challenge, which could in part be a
reflection that most of those surveyed (62 percent) do not use creative
agencies for mobile advertising. However, a majority (85 percent) of those
marketers who are working with a creative agency on their mobile advertising
objectives said that these partnerships produced good results.
Mobile advertising is advancing rapidly and many of the
issues that slowed progress in earlier years have been overcome, for example
constraints imposed by networks and mobile phone limitations have radically
improved through developments in, respectively, mobile broadband and
smartphones,” said Eden Zoller, principal analyst, Ovum and author of the
report.
I am confident that the industry and the IAB will
successfully address the newer challenges marketers identified,” Zoller added.
By Telecomlead.com Team
editor@telecomlead.com
