According to a new eMarketer survey, mobile ad spending is on the rise. The company surveyed 50 ad buyers in various industries and found that 80% of them plan to increase their mobile ad spend within the next year and a half. The survey then dives into which factors are driving this increase: improved effectiveness, wider mobile adoption, improved formats, etc. The results show that the most compelling factor is the wider smartphone and tablet adoption, which is driving up the prices of mobile ads, despite no noticeable improvements in mobile ad effectiveness. 36% of respondents believed that mobile and desktop display ads would be comparatively priced within the next two years.
While more stabilized prices might drive mobile ad spend up in the short term, it will be interesting to see if prices can stay that high, as mobile ads continue to under-perform desktop display ads. Mobile publishers must find ways to improve ad effectiveness in order to sustain increasing prices on mobile.
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