Thursday, October 3, 2013

IAB Reports Bright Future for Mobile Advertising But Challenges Remain

IAB Key Challenges for Mobile Advertising
Mobile advertising is well on its way to being an automatic part of the marketing conversation for most companies. The evidence of how many people have devices and are somewhat married to them is enough to make any marketer giddy with wireless excitement.

The Interactive Advertising Bureau (IAB) in conjunction with Ovum released their report ‘Marketer Perceptions of Mobile Advertising – 2013‘ last week and the future looks strong for mobile although significants challenges are in play.

Let’s look at the challenges first.
No real surprises here but most of the subjects mentioned in this chart pose significant hurdles for the mobile advertiser.
As marketers tend to do though, they will persevere and are quite bullish on the mobile play moving forward. The following charts address budget, objectives and satisfaction with their mobile experience currently.
Budgets are increasing significantly percentage wise, with close to 75% of respondents seeing an increase in mobile spending.
IAB Mobile Budgets Over next Two Years
Next a look at the objectives. It is a relief to see that lead generation is not top of mind here. Why? Because people are getting more savvy and the smaller the screen the harder it is to fill out a form and, as a result, attribution for a prospect reaching out will be hard to nail down. Just knowing this and working accordingly will make for better decisions.


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