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

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in