It's no surprise that most advertisers are planning to increase their mobile advertising budgets more than 50% over the next 2 years. Marketers are garnering higher ROIs through mobile advertising, and a recent study by IAB and Ovum indicated that the greatest percentage of respondents employed mobile sites (70%) versus mobile search (44%). One reason for this disparity, as eMarketer points out, is the fact that there is less real estate on the screen of a smartphone to advertise using mobile search ads.
Interestingly, despite the recent hype around developing snazzy, branded mobile apps and engaging mobile video, marketers are slow to invest in said inventory: 30% for branded apps and 19% for video. As we discussed in class on 9/30, this inventory is likely more expensive, and since mobile is still a relatively new channel, it seems that marketers are just beginning to experiment with the most effective ways to reach consumers, bearing in mind key metrics such as CTR and conversion.
Interestingly, despite the recent hype around developing snazzy, branded mobile apps and engaging mobile video, marketers are slow to invest in said inventory: 30% for branded apps and 19% for video. As we discussed in class on 9/30, this inventory is likely more expensive, and since mobile is still a relatively new channel, it seems that marketers are just beginning to experiment with the most effective ways to reach consumers, bearing in mind key metrics such as CTR and conversion.
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