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NEWS25 September 2013

Marketers’ mobile budgets expected to grow says IAB survey

Financials North America

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.”