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Marketer Perceptions of Mobile Advertising

Marketer Perceptions of Mobile Advertising 4

March 2015 | This is the third edition of the IAB Mobile Center’s “Marketer Perceptions of Mobile Advertising” research, which provides a holistic look at marketers’ views of mobile. Based on the responses of 200 top-level brand marketing executives, the new figures show that two in five (41%) marketers agreed that mobile programmatic advertising would help them reach their target audiences. However, only 27 percent of marketers in total are actually buying inventory in this way, with 18 percent using private exchanges and 17 percent using open exchanges (some use both).

The report also asks marketers about mobile ad budgets and how they are changing, success metrics for mobile advertising, and the benefits and challenges to this form of advertising.

New to this edition of the study, marketers were asked about another development of interest– advertising opportunities with new-generation connected devices. Connected TVs generated the most enthusiasm (73%), followed closely behind by connected cars (69%), and wearables (66%).

Finally, the 2015 survey also asked about sources of mobile ad budgets. While a large share of mobile ad spend represents new ad dollars, about one-third came from substitution, in which funds from other media were shifted to mobile advertising. Print, PC, and TV budgets are all affected by the shift of dollars to mobile.

Download the 2015 study

 

View Past 2013 Study

Marketer Perceptions of Mobile Advertising 2