WordSmith › Are Smartphones, Tablets, eReaders The New Billboards?
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Words of the Day
“What you say in advertising is more important than how you say it.” – David Ogilvy, famous ad executive
New Survey Reveals Mobile Ad Spending On Increase
A new survey commissioned by the Interactive Advertising Bureau shows that mobile ad spending has become an integral part of the advertising industry – for some 51 percent of brand marketers.
The study, “Marketer Perspectives on Mobile Advertising” was conducted by Ovum and the results were presented at the “Mobile in the Mainstream…and as the New Main Screen” conference in New York.
Of the marketers who weren’t completely on the mobile bandwagon, 35 percent said they were “experimenting” with the medium, while 14 percent are still navigating the landscape.
Top reasons for going mobile:
• Immediacy (considered of high importance by 57 percent)
• Cost-effectiveness (54 percent)
• Increased engagement (52 percent)
The downside to mobile advertising:
• Device fragmentation (cited by 72 percent)
• Privacy issues (70 percent)
• Lack of standardized metrics (69 percent)
For 60 percent of respondents, smartphones are the main target, 31 percent are doing the tablets ads thing – and a surprising 10 percent said e-books were part of their plan.
Looking forward, 72 percent of ad spend decision-makers say they’ll be increasing their mobile ad spend in the next two years, and 35 percent expected the rise to be more than 50 percent.
About IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86 percent of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.
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