Marketer Perceptions of Mobile Advertising 2015

IAB and Ovum Study
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 . . .