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Mobile Gaining Traction With Ad Agencies!

madison-avenue.jpgA recent survey by media buying software company STRATA has shown that the growing popularity of smartphones is leading to an increased interest in mobile advertising from Advertising Agencies.

According to the survey, nearly one-third of advertisers say that mobile advertising is the focus of their interactive spend, up 107% compared to the first quarter of 2010.

It is clear that this is largely due to the increased uptake of smartphones, as when asked what types of devices most intrigued them, iPhone was the clear leader with 87% followed by Blackberry and the Motorola Droid nearly 30 points behind.

“High profile campaigns from Apple and Google seem to be the reason for the interest for the iPhone and Droid,” said John Shelton, STRATA President/CEO. “Advertising on mobile devices is a new frontier that people are rushing to explore. Whether it will provide the necessary ROI for the early advertisers is yet to be seen, but one thing is for sure – many advertisers feel the gamble is worth it.”

tv-vs-mobile.gifInterestingly the iPad ranked much lower with only 26% interested in using the device for their advertising.

The overall trend points towards digital advertising continuing to gain ground on TV. However television remains a viable option for many advertisers, with 35% saying that they are mainly focussed on TV, which is still significant but represents a 16% reduction on last quarter and a 22% reduction on last year.

This trend is accelerating and at present only 6 percentage points separate TV and digital as the primary medium for advertising. And this trend should continue with 72.5% of agencies saying that they are more focussed on digital than they were a year ago.

Finally, the news continues to be bleak for print advertising, with 58% of the respondents saying that they are less focused on print than a year ago.

Read the full press release.

12.08.2010    Tags: ,
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