The study, “Marketer Perspectives on Mobile Advertising” was conducted by Ovum and the results were presented at the “Mobile in the Mainstream…and as the New Main Screen” conference yesterday in NY.
Of the marketers who weren’t completely on the mobile bandwagon yet, 35% said they were “experimenting” with the medium, while 14% are still wandering through the landscape.
Top reasons for going mobile:
- Immediacy (considered of high importance by 57% of respondents)
- Cost-effectiveness (54%)
- Increased engagement (52%)
The downside to mobile advertising:
- Device fragmentation (cited by 72% of respondents as a challenge of medium or high importance)
- Privacy issues (70%)
- Lack of standardized metrics (69%)
For 60% of respondents, smartphones are the main target, 31% is working ads on tablets and a surprising 10% said ebooks were part of their plan.
The survey also showed that a majority of advertisers felt there were “limited opportunities for creative” but IAB suggests this is because most of the respondents are keeping it in-house, rather than hiring a creative agency.
Looking forward, 72% of ad spend decision-makers say they’ll be increasing their mobile ad spend in the next two years. 35% of them, expected the rise to be more than 50%.
Where do you stand with mobile advertising? Simply dipping your toes in the water or have you dived in?