Mobile may still be a mystery platform for a lot of marketers — but brands are rushing in, with agencies on vanguard. The Interactive Advertising Bureau (IAB) finds that over half of the marketers who responded to a survey said their companies’ mobile advertising spend over the past two years has increased “to some degree,” with 29% reporting an increase of over 50%.
That’s not at all surprising given the buzz around mobile, but consider what IAB says will be coming down the road. The firm’s “Marketer Perspectives on Mobile Advertising” study of 300 top-level brand-marketing executives includes a prediction that a much bigger increase is coming over the next two years, initially driven by marketing programs on smartphones.
Nearly three-quarters of the ad-spend decision-makers the firm surveyed for the study said they are looking to increase their mobile advertising budget, with 35% saying they will increase spend by over 50%.
Read more at MediaPost Publications IAB: Marketers Plan Big Increase In Mobile Spend 07/20/2011.
