Here are some of the key findings from the report:
Marketers expect that their spending on mobile advertising will increase over the next two years: 14% anticipate it will rise by more than 50% while 57% expect it to rise by less than 50%.
About one-third of mobile advertising spend is substitution from other channels, with print media hit hardest (58%), followed by PC digital and TV.
Marketers in our 2014 survey show a high level of satisfaction with the results of their mobile marketing activities. The majority is either satisfied (50%) or fairly satisfied (37%) while a further 8% completely satisfied.
Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges.
Marketer uneasiness over potential data privacy issues is pronounced. 37% of respondents in 2014 cited privacy as a very important issue compared to 22% in 2013.
Ranking for Mobile Advertising Inventory
Mobile websites continue to take a central role in mobile advertising, with 22% of respondents ranking these as the most important type of inventory for their mobile campaigns.
Sixteen percent of respondents prioritised mobile search as most important for their mobile campaigns.
Mobile optimised social media campaign is gaining its popularity slowly and steadily, with 14% audience placed their bets on it.
Mobile rich media is losing its popularity due to diversity in type and size of devices in the market.
2. About me
Piyush Aggarwal
Director of Digital Media @ Razorfish
(Gurgaon, India)
www.piyushaggarwal.me
www.in.linkedin.com/in/piyushaggarwal
www.twitter.com/iampiyusha
skype: piyush.aggarwal27
7. By Piyush Aggarwal
Mobile advertising budgets have
remained remarkably consistent over the past two years.
Trend # 1
8. By Piyush Aggarwal
Over 65% marketers say their mobile spends
have increased by over 50% in the last 2 years
Trend #2
9. By Piyush Aggarwal
14% of respondents anticipate that spend on mobile advertising
will increase by more than 50% in the next two years
Trend #3
10. By Piyush Aggarwal
41% of marketers believed that their Mobile advertising spend is
also being driven by substituting other mediums like Print/TV
etc.
Trend #4
11. By Piyush Aggarwal
Mobile is cutting print budgets phenomenally as 58%
marketers are moving their print budgets into mobile.
Trend #5
13. By Piyush Aggarwal
Multiscreen is becoming a way of life for marketers as 0ver
77% of marketers believe it to be Important to their plan.
Trend #6
14. By Piyush Aggarwal
Mobile optimised website is a clear winner in terms
of marketers priority for their mobile ad campaigns.
Trend #7
15. By Piyush Aggarwal
Good reach and Cost Effectiveness has come out a key
performance metric of Mobile Advertising for most of the brand
marketers
Trend #9
16. By Piyush Aggarwal
Data Privacy and Fragmented Devices & Operating systems are
clearly the key challenges in Mobile Advertising along with poor
standardisation metrics of performance.
Trend #10
18. By Piyush Aggarwal
More than 45% marketers said sales is their key performance
metrics for mobile advertising followed by social media sharing
and page likes.
Trend #10
19. By Piyush Aggarwal
Over 90% brands have shown satisfaction with
their current efforts in mobile advertising.
Trend #10
21. By Piyush Aggarwal
Only 17% brands purchase their mobile inventory through
programmatic, while over 82% buy through publishers or ad-
networks
Trend #11
22. By Piyush Aggarwal
Over 44% of the brands use a full service agency for their
mobile advertising planning, buying and optimisation.
Trend #12
23. Made by
Piyush Aggarwal
Director of Digital Media @ Razorfish
(Gurgaon, India)
www.piyushaggarwal.me
www.in.linkedin.com/in/piyushaggarwal
www.twitter.com/iampiyusha
skype: piyush.aggarwal27