A recent survey by media buying software company STRATA<\/strong> has shown that the growing popularity of smartphones is leading to an increased interest in mobile advertising from Advertising Agencies. <\/p>\n\n
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. <\/p>\n
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<\/strong> was the clear leader with 87% followed by Blackberry<\/strong> and the Motorola Droid<\/strong> nearly 30 points behind. <\/p>\n “High profile campaigns from Apple<\/strong> and Google<\/strong> seem to be the reason for the interest for the iPhone and Droid,” said John Shelton<\/strong>, 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.”<\/p>\n 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. <\/p>\n 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. <\/p>\n 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.<\/p>\n
Interestingly the iPad<\/strong> ranked much lower with only 26% interested in using the device for their advertising. <\/p>\n