Brand marketer mobile budgets up 142% since 2011

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New York—Brand marketers have increased their mobile budgets by an average of 142% since 2011, according to a new study by the Interactive Advertising Bureau. The report was based on an IAB analysis of data collected by Ovum in its “Marketer Perspectives on Mobile Advertising” 2013 survey of more than 300 b-to-c and b-to-b marketers. The survey updates a similar survey conducted by Ovum for the IAB in 2011. According to the survey, 74% of respondents said they expect their mobile budgets to increase over the next two years, while 19% of marketers said they expect their mobile budgets will increase by more than 50% over the next two years. Also, 41% of b-to-b marketers rated mobile as still “experimental,” as compared with only 27% of b-to-c marketers that rate mobile as experimental. The survey also found that 70% of b-to-c marketers are generally satisfied with their mobile efforts, compared with only 50% of b-to-b marketers.
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