Marketers’ Perceptions of Mobile Advertising


by Ayaz Nanji
Most marketers now consider their firm as either very experienced (21%) or somewhat experienced (45%) in mobile advertising, according to a recent report from IAB and Ovum.

However, many marketers are still relatively new to mobile advertising, with 14% saying they are just starting out and 22% saying they are still inexperienced (the total is greater than 100% because of rounding).

Below, additional key findings from the report, which was based on data from a survey of 200 US organizations that spend on some form mobile advertising.


Most respondents are pleased with the results of their mobile advertising activities to date: 50% say they are satisfied, 37% say fairly satisfied, and 8% say completely satisfied.

Mobile Ad Spend

Some 65% of respondents say their mobile advertising budgets have increased in the last two years.

Marketers expect mobile advertising budgets to increase still further over the next two years: 14% anticipate spend will increase by more than 50% and 57% expect spending to rise by under 50%.

Of marketers who say they are shifting budget to mobile from other media, 58% say they are taking money from print for their mobile spend.

Mobile Channels

Websites, search ads, and social media are ranked as the three most important mobile advertising channels.

About the research: The report was based on data from a survey of 200 US organizations that use mobile advertising (43% with annual revenue over $500 million; 28%, $101- $500 million; 30%, $100 million or less).