When come to mobile advertising, where do you stand? In the new survey of
Marketer Perspectives on Mobile Advertising that conducted by Interactive Advertising Bureau (IAB), it finds nearly three-quarters of top marketing executives look to increase their mobile spend over next two years.
According to the survey, mobile advertising is already become an part of the plan for 51 percent of brand marketers, 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.
Here are the top reasons from respondents towards why go mobile:
- Immediacy (considered of high importance by 57% of respondents)
- Cost-effectiveness (54%)
- Increased engagement (52%)
But there also have some challenge and 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 the types of mobile devices they use, smartphones are the main target, 60 percent of respondents said they use it, 31 percent is working ads on tablets and 10 percent said ebooks were part of their plan.
In the other study that released by Smaato towards the mobile advertising trends 2011 in the US, Western Europe and Asia-Pacific, they find:
- Asia is still the leader in mobile advertising and will proceed being the strongest market in terms of ad spending. In 2010 Japanese companies already invested more than $1 billion in this business followed by South Korea and China ($270M and $180M). In Asia more than 15 billion page impressions are being generated in mobile.
- The US is the second largest market globally in terms of mobile advertising spending behind Japan. It will close the gab next year with a forecast of $1,24 billion and will grow up to $5 billion in 2015.
- The top 5 European countries (UK, Italy, France, Germany, Spain) will see a huge increase in mobile ad spending according to Smaato. End of 2010 these “Big Five” are estimated to have 65 million mobile internet users; this number will more than double within the next 5 years up to 160 million. The “Big Five” will reach the $1 billion mark about in 2014.
From above rate we can see, advertisers are “going where their consumers are” and utilizing the popularity of smartphones to reach their target markets. As mobile technology has advanced, mobile advertising is increasing important, companies world-wide are starting to use not only text messages, but also multimedia messages in their mobile commercial communication.
Even the landscape is bit complicated, with a range of mobile advertising options, including SMS, WAP, mobile app display ads, search ads, rich media, video and push notifications, I think many more company will go for mobile advertising. As long as companies respect consumers’ rights to privacy and avoid spamming, we will see an increase in the adoption of mobile advertising worldwide.