New York—While many marketers are perplexed about the value of mobile advertising, it nevertheless is being adopted at increasing speed, according to a survey released by the Interactive Advertising Bureau, at the association's IAB Mobile Marketplace conference and expo here today.
The study, “Marketer Perspectives on Mobile Advertising,”
found that 63% of marketers have increased their mobile advertising spending over the past two years, with 29% reporting an increase of more than 50%.
Projecting forward two years, these numbers increase: 72% said they are looking to increase their mobile advertising budget, with 35% planning to increase mobile spend by more than 50%. Also, 51% already treat mobile platforms as an integral element of their overall advertising strategy, while 35% say they are “experimenting” with mobile.
“While mobile budgets are still fairly small, at less than $100,000 a year on average for the companies we surveyed, the use of mobile devices is growing faster than the Internet did. All indicators are up,” said Anna Bager, VP-general manager of IAB's new Mobile Marketing Center of Excellence, which debuted in December.
IAB's study, conducted from April through June, surveyed by telephone 300 marketing executives who currently use some mobile in their media mix.