Programmatic, video dominate mobile ad spend, finds new IAB report

The Interactive Advertising Bureau of Australia's Third Annual Mobile Landscape Study finds two-thirds of marketers are now spending dollars on programmatic mobile advertising

114453
114453

Programmatic advertising across mobile channels has hit the mainstream, with two in three marketers already using it and another quarter planning to do so in the next 12 months.

According to the Third Annual IAB Mobile Landscape Study, mobile advertising is now well entrenched in a digital marketer’s budget, with 41 per cent of respondents using mobile advertising as a core component in their marketing campaigns. On average, 49 per cent of campaigns this year have a mobile component, up from 44 per cent year-on-year.

The report also found mobile advertising will represent 33 per cent of total ad dollars spent on digital this year, up from 31 per cent in 2014, and is expected to rise to 43 per cent in 2016.

The results also made it apparent that marketers are widening the types of advertising they’re using on mobile from banner style and social mobile advertising to mobile video, native and in-app advertising. For example, 43 per cent expected to use mobile video in their campaigns in the next year.

Programmatic also shone through as a growing area of investment. Sixty six per cent said they had used mobile programmatic in the last 12 months, and a further 23 per cent plan to do so in the next year.

Related: programmatic advertising to incorporate creative, brand in 2015
Programmatic advertising: Digital marketing’s saviour of real-time headache?

In addition, 93 per cent of marketers were satisfied with the results of their mobile advertising activities to date, and eight out of 10 agreed the importance of the mobile screen is rising.

Marketers still reported a number of issues around mobile advertising, albeit in smaller numbers, IAB said. The top challenge for is measurement at 37 per cent of marketers, down from 54 per cent year-on-year. Thirty-five per cent of respondents said client understanding of mobile advertising remains a barrier, while 14 per cent of buyers said viewability remained a concern.

Creative was also highlighted as an issue, notably creating cross-platform creative that incorporate mobile collateral.

Core measures being used to gauge mobile advertising performance are engagement (58 per cent), interactions (54 per cent) and clickthrough rates (51 per cent).

“The Australian mobile advertising market has matured in the last 12 months, with marketers embracing the medium for more strategic brand focused activities,” IAB Australia CEO, Alice Manners, said.

“With eight out of 10 respondents in the survey agreeing that the importance of the mobile screen is rising, the next phase of development will come as marketers leverage location-specific targeting and when success metrics are standardised.”

The Mobile Landscape study was based on a survey of 350 marketers and media professionals across Australia and was conducted by Hoop Group.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in