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)