Nearly 84% of Marketers Are into Mobile Advertising/Marketing
According to the “State of Mobile Advertising” survey from Jumptap (a mobile ad network) in conjunction with DM2 Media, more than four out of five marketers are into the mobile arena, offering yet another piece of evidence that mobile advertising is, indeed, becoming mainstream.
Among the respondents, 83.8 percent of marketers are engaged in mobile marketing/advertising, while 16.2 percent said they are not.
The entertainment industry category accounted for the biggest portion of mobile advertising for 63.3 percent of respondents, followed by automotive with 43.3 percent, technology with 30 percent, retail with 30 percent and B2B/business services with 26.7 percent.
In response to the question, “How long have you included mobile in your marketing mix?” 35.3 percent said 2-5 years, while 23.5 percent said longer than five years. Another 17.6 percent said 1-2 years, while 11.8 percent said less than a year and 11.8 percent said they just started.
The vast majority, or 71.4 percent, of mobile advertisers said they predominately use the Google network, followed by 46.4 percent who said they use Millennial Media. Meanwhile, 35.7 percent said they use Jumptap, 32.1 percent said they use Apple and 7.1 percent said they use Mojiva.
Targeting is the most important factor for mobile advertisers when choosing a mobile marketing partner, followed by price, reach, client ROI, creative options, reputation, tools, client service and the sales rep.
Nearly 85 percent of mobile advertisers target their mobile campaigns geographically, while 73.1 percent target by keyword/content/context. Meanwhile, 69.2 percent target by the type of handset/device, 65.4 percent use behavioral targeting, 57.7 percent target by age and 57.7 percent target by gender.
Forty percent of mobile advertisers preferred buying by CPC, while 40 percent preferred using hybrid methods, 36.7 percent preferred using CPM and 33.3 percent prefer using CPA.
Not surprisingly, 41.4 percent of mobile advertisers said their biggest pain point is measuring success (conversions), followed by 31 percent who said their biggest point is planning/executing their creative across multiple handsets/devices.
Consequently, 74.1 percent of mobile advertisers said more specific ROI metrics would be an improvement that would positively impact their investment in the medium, followed by 51.9 percent who said better tools (to make it easier to use), while 48.1 percent said more targeted ad serving/placement services would positively impact their investment.
The primary aim for mobile advertising campaigns is awareness, according to 41.7 percent of respondents. This was followed by acquisition/opt-in, which got a 33.3 percent response.
Mobile marketing seems to have worked out well for most advertisers, as 57.7 percent said their campaigns met their aims, while 15.4 percent said they exceeded their “wildest expectations.”
The survey also notes that 97 percent of respondents said they expect higher revenue in 2011. It also closed by highlighting the need for education and better tools and technology to capture the market potential, as well as the need for the industry to come together to make the process smart and simple.
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