Nearly a quarter of mobile marketers plan to double their mobile ad spending over the next two years, according to a new survey by the Interactive Advertising Bureau and technology researcher Ovum.
These advertisers are following market trends in the digital industry. Smartphone penetration continues to rise, with Nielsen reporting 64% of US mobile subscribers now using smartphones. With this growth comes more opportunities to reach mobile users with targeted advertising.
Among mobile advertising options, according to the survey, the most popular are mobile sites (or landing pages), with 70% of respondents favoring that type of advertising. Banner ads are the second most favored, with 49% of respondents using, followed by mobile search ads (44%) and mobile messaging (41%).
Nearly three out of 10 marketers used branded mobile apps, and 19% used mobile video ads.
Among the top benefits of mobile advertising, digital marketers said they favor mobile for its immediacy (57%), cost effectiveness (54%),increased engagement (52%) and reach (49%) .
The full report can be viewed on the IAB’s website.