Study: B2C Brands Are Deeper Into Mobile Advertising Than B2B Brands
When it comes to mobile advertising, B2B companies are essentially dipping their toes in the water while B2C companies are swimming around. That’s one of the main findings of an updated survey from Interactive Advertising Bureau (IAB) and Ovum.
According to the study, 41 percent of B2B marketers surveyed said their approach to their mobile advertising strategy is “experimental” and just in its early days. Meanwhile, 23 percent of B2B marketers said their mobile advertising strategy is part of their overall advertising strategy and that mobile is integrated with other media campaigns (e.g., print, TV, online); 9 percent said mobile is part of their advertising strategy but that mobile campaigns are standalone activities (i.e., not integrated with other media); and 27 percent said they utilize mobile advertising on an ad-hoc basis.
On the B2C side, 27 percent said their approach to mobile is experimental; 32 percent said it’s part of their advertising strategy and integrated with other media campaigns; 19 percent said it’s part of their advertising strategy but on a standalone basis; and 22 percent said they use mobile advertising on an ad-hoc basis.
When it comes to satisfaction, 47 percent of B2B marketers said they’re “satisfied” and 3 percent said they’re “completely satisfied.” On the B2C side, 66 percent said they’re “satisfied” and 4 percent said they’re “completely satisfied.”
IAB and Ovum also note that 26 percent of B2C brands said multiscreen advertising is very important, while only 8 percent of B2B brands said the same.
The study found that brand marketers’ mobile budgets grew 142 percent between 2011 and 2013, and that nearly 3 in 4 marketers expect their mobile ad budgets to increase in the next two years.
