The Interactive Advertising Bureau’s (IAB) recently released “Marketer Perceptions of Mobile Advertising” report, which surveyed more than 200 marketers, found that more than three-quarters of marketers believe that programmatic mobile is important, or at least somewhat important.
Surprisingly, only 27 percent of the marketers surveyed had actually purchased mobile ads programmatically.
The good news for the programmatic industry, and for marketers as a whole, is that the technical hurdles that once prevented programmatic targeting on mobile are now largely a thing of the past.
A variety of solutions have emerged to solve mobile’s cookie problem: client log-in, app SDKs (Software Development Kits), and mobile Web behavioural data to name a few. Tie a shiny bow around all of that with geo-location, and we’ve begun to master mobile.
Here are some of the key digital trends 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.
Here is a short summary presentation of the 2015 IAB Mobile Advertising Report: