New York -- Brand marketer mobile budgets surged 142% between 2011 and 2013. The 2013 “Marketer Perspectives on Mobile Advertising” study from IAB and Ovum also shows that three-quarters (74%) of 300 surveyed brand marketing executives who currently use mobile advertising expect that their companies’ mobile advertising spend will increase in the next two years.
Almost one-in-five respondents (19%) predict that their mobile budgets will increase by more than 50% in the next two years. Respondents to the survey were also asked to rank the top developments in mobile advertising. Taking the lead were responsive design, HTML5 and mobile native advertising. More than two in three (67%) cited the IAB Mobile Rising Stars ad units as a key driver in the space.
When asked to name challenges to mobile advertising, 22% of respondents said privacy issues, while 31% said device/operating system fragmentation and 13% mentioned standard mobile metrics.
“During the past two years, the IAB Internet Advertising Revenue Report has shown an impressive rise in mobile spend and this study establishes that marketers expect more vigorous growth to come,” said Anna Bager, VP and general manager, Mobile Marketing Center of Excellence, IAB. “These findings reaffirm that publishers need to make mobile a top priority in order to take advantage of strong brand marketer demand. In addition, it is a signal to all of us at IAB that we must continue initiatives, such as our HTML5 guidance for digital advertising, to fuel the mobile arena.”