Mobile marketing spending expected to rise
Wednesday, 29, Oct 2008 10:10
A new survey has revealed that spending on mobile marketing is expected to rise in the next two years.
The Internet Advertising Bureau (IAB) Mobile Council polled 115 advertisers, agencies, creatives and planners, with 62 per cent predicting an increase in mobile spending by 2010.
Some of the reasons cited for this forecast included the mobile channel's ability to provide "robust and reliable" metrics like campaign evaluation and measurement.
However, the study also found that 76 per cent of respondents want to learn more about the medium, indicating a need for greater education on the benefits of mobile marketing, the IAB noted.
"Expectations for mobile advertising are high but actual understanding is low," remarked Jim Cook, editor of MobiAdNews and chair of the IAB Mobile Council.
"The industry needs to address measurement, effectiveness and benchmarks if mobile advertising is going to reach a tipping point by 2010."
A recent study conducted by Vanson Bourne for O2 suggested that major UK brands are expected to treble spending on mobile marketing in the next five years to take advantage of the channel's high response rates and targeting capabilities. 