US Companies are Starting to Prioritise Mobile Adverts

MPP Global Posted by MPP Global on Thursday, 17 October 2013

Marketers in the US are starting to prioritise mobile advertising, as the demand for smartphones and tablets continues to soar.

A new study conducted by the Interactive Advertising Bureau (IAB) showed that mobile marketing budgets increased by 142 per cent between 2011 and 2013 and this figure is expected to rise even further in the coming years.

The survey covered 300 top-level executives in the North American country, with 74 per cent predicting their company’s advertising spend will rise in the next two years. Almost one in five of the respondents thought their budget would grow by more than 50 per cent.

In addition to this, the research indicated the number of mobile marketers who worked with an annual budget of more than $300,000 (£186,413) in 2013 more than quadrupled when compared with 2011.

Anna Bager, Vice President and General Manager of the IAB’s Mobile Marketing Center of Excellence, said the growth of mobile marketing has been impressive.

“These findings reaffirm that publishers need to make mobile a top priority in order to take advantage of strong brand marketer demand,” she remarked.

Last month, Gartner revealed that worldwide mobile phone sales grew by 3.6 per cent year-on-year in the second quarter of 2013, with 435 million devices sold. Meanwhile, 225 million smartphones were purchased over the three-month period – a 46.5 per cent improvement on the corresponding quarter in 2012.

If nothing else, this highlights the fact that companies are right to focus more of their attention on mobile advertising campaigns.

The growing popularity of mobile video content has certainly had an impact on marketing trends in the US.

Consumers are increasingly willing to pay to watch online clips while they are on the move and this has given advertisers a golden opportunity.

Statistics show that YouTube alone receives more than one billion unique visitors a month, underlining just how popular online video has become. Around 30 per cent of the website’s traffic is generated in the US too.