This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

Thursday, 02 October 2014

Marketers' mobile budgets expected to grow says IAB survey

US — Nearly one in five marketers expect their mobile spend to increase more than 50% over the next two years according to a study from the Interactive Advertising Bureau (IAB).

According to the 2013 Marketer Perceptions of Mobile Advertising, out of the 72% of marketers who expect their mobile budgets to increase over the next two years, 19% thought it would pass 50%.

In addition, brand marketers’ mobile budgets surged 142% between 2011 and 2013 with marketers managing an annual mobile budget exceeding $300,000 growing from 7% in 2011 to 32% this year.

Previous concerns about mobile advertising have lessened over the past two years according to the survey with 22% saying privacy was an issue compared with 40% in 2011 while 23% said that device or operating system fragmentation was a high concern compared to 39% before.

IAB vice president and general manager, mobile marketing center of excellence Anna Bager said: “These findings reaffirm that publishers need to make mobile a top priority in order to take advantage of strong brand marketer demand.”

Follow us on
Follow us on Twitter

Have your say

Please add your comment. You can include links, but HTML is not permitted.
Your email address will not be displayed on the site. All comments are moderated.

Mandatory
Mandatory
Mandatory
Mandatory

Related images