Today, the Interactive Advertising Bureau (IAB)’s Mobile Marketing Center of Excellence and Ovum released a study on marketers’ view of mobile from a holistic standpoint. Over 200 top-level brand marketing executives participated and the study shows that 41% agree that mobile programmatic advertising would help them reach their target audiences. Despite those numbers, only 27% of marketers are buying inventory this way, and 18% buy them from private exchanges while 17% use open exchanges.
According to Anna Bager, Senior Vice President of Mobile and Video at IAB:
It is clear that programmatic advertising is strongly embedded in the minds of many mobile marketers. However, there is still much work to be done before mobile programmatic can reach its full potential. IAB is committed to educating mobile marketers about the benefits of this growing format and, towards that end, recently released a Mobile Programmatic Playbook. Our efforts on the mobile programmatic front have only just begun, and we look forward to increased adoption as familiarity improves.”
The IAB also reports that 9% of marketers have increased their mobile budgets more than 50% over the past two years, and 65% of marketers are spending more on mobile now than in 2012.
Participants were also asked to identify the major challenges facing mobile advertising, and privacy issues are becoming a growing concern. This year, 37% of those surveyed cited privacy as a very important issue compared to 22% who said the same in 2013. The top five most important/very important mobile concerns were:
- Device operating system fragmentation (50% important, 27% very important)
- Lack of standardized metrics to measure mobile advertising (54% important, 20% very important)
- Lack of agency expertise in mobile advertising (52% important, 20% very important)
- Too many different ways to source or buy mobile inventory (49% important, 18% very important)
In regards to mobile ads, 87% of those who utilize them said they were satisfied/fairly satisfied, and 8% said they were completely satisfied. 57% of respondents said they expect their companies’ mobile advertising budgets to rise by under half over the next two years.
With mobile taking a more prominent role in consumers’ lives each year, an uptick in marketers’ potential concerns surrounding mobile privacy is no surprise,” said Mike Zaneis, Executive Vice President, Public Policy, and General Counsel, IAB. “The IAB is in full support of the Digital Advertising Alliance’s work on this front. Its recent release of new user-friendly tools for mobile choice and transparency brings new level of consumer control to the fast-growing mobile medium.”