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Mobile winning 6pc of US marketing budgets - survey
16.09.2011
Tags:
US
Mobile winning 6pc of US marketing budgets - survey
US advertising agencies and advertisers are spending an average of six percent of their total marketing budgets on mobile, according to a new survey, which also find that 79pc of respondents now engage in mobile marketing and advertising.
The State of Mobile Advertising study from Jumptap and Digiday, which surveyed more than 600 agencies and advertisers, found that the largest proportion buy mobile through ad networks (46pc) than any other resource, including direct from publishers (30pc) and exchanges (12pc).
The most important offering of a mobile partner is targeting and reach, according to the survey.
While the majority of advertisers and agencies (69pc) spend less than 5pc of their budgets on mobile at the moment, most are planning to increase spending by 35pc in the coming year.
“Providing agencies and advertisers with what they need to make mobile advertising simple and their campaigns smarter, is critical to growing the medium.” said Paran Johar, CMO, Jumptap.
“Advertisers and agency clients are spending an average of US$420,000 and US$668,000 respectively, and are expecting accurate audience based targeting from their media partners.”
Tags:
US