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Mobile marketing 'becoming ever more popular'
Marketing News |
15/02/2012
The growth of mobile advertising is continuing to present opportunities for businesses attempting to increase brand visibility, it has been suggested.
Research conducted by analyst firm Ovum on behalf of the Interactive Advertising Bureau (IAB) has pointed to significant growth within the channel over the coming years.
The company said mobile "undoubtedly offers huge reach for advertising" as adoption of smartphones, media tablets and other handheld devices continues apace.
When questioned on the benefits of mobile advertising, 57 per cent of marketers identified immediacy as a principle advantage.
The cost effectiveness of the channel (54 per cent), ability to increase engagement levels (52 per cent) and reach (49 per cent) were also seen as important attractions by marketing professionals.
"Another attractive aspect of mobile advertising is the potential for high engagement and personalisation," the IAB added.
"Every mobile device is linked to an individual and is always on hand, meaning that connected devices are accessible through all the hours of the media day and have great immediacy."
Mobile is a communication channel and as such is highly interactive and is effective in adding interactivity to other media that are not interactive in themselves, the organisation stated.
Mobile also presents opportunities for better alignment of the advertising message with its intended audience, the IAB stated.
Of those surveyed, 31 per cent said mobile is part of their digital advertising strategy and fully integrated with other media.
And a further 20 per cent consider the channel "core" but are yet to fully integrate with areas such as online marketing.
Some 14 per cent of survey respondents said they use mobile on an ad hoc basis, while 35 per cent are still experimenting with mobile advertising.
The IAB claimed that budgets being allocated to mobile advertising are currently "in a very healthy state".
"Mobile advertising is advancing rapidly and many of the issues that slowed progress in early years have been addressed, for example constraints imposed by network and mobile phone limitations," the organisation added.
These issues have "radically improved" through developments in mobile broadband and smartphones, it said.
"Marketers are in general happy with results achieved by mobile advertising across a range of key objectives," the IAB reported.
"This is positive but we would like to see performance improved to the point that marketers are completely delighted with the results, an ambitious goal but one that we are confident the industry can achieve."
Posted by Stephen Wilkinson
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