New IAB report on the mobile advertising landscape finds mobile components are part of nearly half of all display campaigns today
Mobile advertising adoption has been compared by the IAB to a ‘two-speed economy’ following the release of new figures on state of the market.
The second annual IAB/TNS Mobile Landscape Study found that two-thirds of the more experienced marketers surveyed expect display campaigns will have a mobile component by 2016. These marketers are also using more sophisticated metrics and are more open to increasing budgets for mobile activities, the Interactive Advertising Bureau (IAB) stated.
The report found nearly half of all display campaigns have mobile components today, and this is expected to grow by 43 per cent by 2016. Advertisers also showed a growing awareness of mobile advertising, with the ratio of those lacking understanding decreasing from 23 per cent to 14 per cent year-on-year.
Key development areas nominated by marketers this year include location targeting, video and cross-screen targeting. The role of video in mobile ad content, for example, is forecast to grow 85 per cent over the same timeframe.
The number one barrier to further investment is measurement weaknesses. Twenty-five per cent of respondents said this was the single biggest issue facing mobile advertising, up from 17 per cent last year.
Seventy-five per cent of agencies and advertisers also said publishers who lack a strong mobile presence or offering risk becoming less relevant to advertisers.
The IAB previously reported 14 per cent of digital was spent on mobile advertising in the last quarter of 2013.
“It is noteworthy that we’ve closed the gap in terms of advertisers’ understanding the importance of mobile,” said IAB director of research, Gai Le Roy. “The challenge before us now is to address measurement, which is something the IAB is deeply invested in.”
Last year, the IAB and Nielsen announced a mobile advertising audience measurement pilot in a bid to address industry demand for better mobile audience metrics.
Marketers were also found by IAB and TNS to be more comfortable with the mobile Web over apps, despite the fact that 89 per cent of consumer mobile use time in the US was shown to be spent on apps instead.
The latest report was based on in-depth surveys of more than 100 marketing and media professionals in Australia.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.
The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.
In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.
David Andersen
DNA-based marketing: The next big thing?
Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...
Dotz Web Technologies
Predictions: 9 digital marketing trends for 2019
So who then is correct? The Research or The skilled Digital people.
Anene
Report reveals Australia faces digital skills shortage
The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...
Prince Arora
5 brand strategy lessons from Gelato Messina
Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...
Anderw Hagel
What Richard Branson has to say about experience delivery, leadership and disruption