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Marketer Perceptions of Mobile Advertising
IAB, produced by Ovum / September 24, 2013
2013 IAB and Ovum Study
Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to IAB analysis of figures released in this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. This finding supports the prior study’s prediction that brand marketers’ mobile advertising budgets were on the uptick. In addition, the survey showed that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from merely 7 percent in 2011 to 32 percent this year.
- This is the second survey based study that Ovum has produced for the IAB’s Mobile Marketing Center of Excellence, building on the first, ground breaking survey conducted in 2011. Both surveys were conducted among marketers at 300 US companies active in mobile advertising.
- This 2013 iteration uses a fresh sample, provides a B2B and B2C perspective and introduces new questions, reflecting changes that have taken place in mobile advertising over the last two years.
- The findings presented in this study provide a unique insight into mobile advertising from a buyer perspective, and the results are once again both positive and challenging.