74% of marketers plan to increase their mobile advertising budgets over the next two years, 19% by more than 50% according to a recent study from Ovum. The survey seeks to provide insight on the future of mobile advertising for internet marketers. B2B marketers have a stronger preference for both static display advertising and traditional advertising metrics, while B2C marketers prioritize advanced mobile targeting and multi-screen advertising. Furthermore, 41% of B2B marketers describe their advertising strategy as “experimental,” compared to 27% of B2C marketers.
Among survey information gathered, Ovum looked not only towards mobile advertising budgets but also advertising satisfaction, device emphasis, and tactical execution priority.
86% of marketers acknowledge that specifically targeting tablets is of medium-high to high priority, though B2B marketers placed less emphasis on alternative mobile device usage. Additionally, marketers believe the four most important benefits of mobile advertising include reach, cost-effectiveness, engagement, and immediacy.
In a recent blog article, Appia offers some analysis on the data: “Mobile is evolving and is highly user-dependent on direction. With that comes both rewards and challenges, including mobile advertising being able to stay ahead of user-demands. It will be interesting to see how much the market shifts with the next survey wave by IAB and Ovum.”
300 U.S companies with mobile advertising budgets participated in the Ovum study. The study was conducted with an even amount of B2B and B2C companies, and the marketing executives surveyed were mobile marketing decision-makers.