Chief Marketing Officer
Council World Wide
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| Mobile marketing will account for more than one-tenth (11.7 per cent) of total digital advertising spending in 2014, according to a new study from Berg Insight. (November 2009) 1Analysts at the researcher predicted that the channel will be worth €8.7 billion (£7.85 billion) by that year, up from just over €1 billion in 2008. (November 2009) 2Much of that growth could come from the expanding Asia Pacific sector, which Berg revealed accounted for around 75 per cent of spending on mobile marketing last year. (November 2009) 3Graph http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117856 (November 2009) 4Additionally, the percentage of people who don't like mobile marketing has increased across the board since June 2008. (November 2009) 566.8% of overall respondents don't like text ads (vs. 63.5% in 2008) (November 2009) 658% of people think marketers need permission prior to sending an ad (vs. 55.6% in 2008) (November 2009) 752.1% think mobile ads are an invasion of privacy (vs. 49.5% in 2008). (November 2009) 8Local mobile ad revenue will hit more than $3.1 billion in 2013, up from $160 million last year. Mobile search will reach $2.3 billion. Local searches made up 27.8% of all searches in 2008, but are expected to hit 35.1% in 2013, says the Kelsey Group. (November 2009) 9The MMA notes that a Universal McCann research study on smartphone usage patterns found that more than a third of high-use smartphone users respond to mobile advertisements. (November 2009) 10 | The study found that smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%). Some 82% of respondents report they use mobile devices at work. 81% use them while shopping. (November 2009) 11According to the report 37% of consumers polled were neutral, or didn't care one way or the other, about mobile ads. (November 2009) 12Another 25% of consumers were open to seeing ads on their mobile devices. (November 2009) 13Researchers found that only about 19% of consumers recalled ads after seeing them on mobile devices and that younger consumers were more likely to recall the ad than older consumers. (November 2009) 14Earlier this year, Knowledge Networks released a study showing mobile video rising fast in the online landscape. (November 2009) 15According to the report consumers spend about 15 minutes per session watching video via mobile phone, 23 minutes watching clips via iPods and 33 minutes watching clips via a laptop. (November 2009) 16A new report is out from Parks Associates and indicates that mobile marketing is missing the mark by a wide margin. Researchers have found that about 40% of consumers don't want mobile ads on their phone at all and less than 20% have ad recall. (November 2009) 17According to the report 37% of consumers polled were neutral, or didn't care one way or the other, about mobile ads. (November 2009) 18Another 25% of consumers were open to seeing ads on their mobile devices. So, marketers have a potential 57% of the mobile marketplace who are at least neutral or at most open to advertising. (November 2009) 19The other problem is ad recall. Researchers found that only about 19% of consumers recalled ads after seeing them on mobile devices and that younger consumers were more likely to recall the ad than older consumers. (November 2009) 20 | |||
