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Mobile advertising skyrockets says IAB: marketers expand their mobile budgets by 142 percent in just two years

Once upon a time, as any­one who’s held media jobs in mobile adver­tis­ing agen­cies for any length of time can tes­ti­fy, mobile adver­tis­ing was pret­ty unchart­ed ter­rain. But, accord­ing to a new sur­vey from the Inter­ac­tive Adver­tis­ing Bureau and the tech­nol­o­gy research firm Ovum, any timid­i­ty borne of fear of the unknown has evap­o­rat­ed with a vengeance: the use of mobile devices is sky­rock­et­ing, and – per­haps unsur­pris­ing­ly – so is the uptake of mobile adver­tis­ing by mar­keters. The rise and inex­orable rise of mobile adver­tis­ing Mar­keters with annu­al mobile adver­tis­ing bud­gets in excess of $300,000 more than quadru­pled between 2011 and 2013, the sur­vey reveals, ris­ing from just 7 per­cent to 32 per­cent. Mobile ad bud­gets have grown over­all by a stag­ger­ing 142 per­cent over the same inter­val. Near­ly a fifth (19 per­cent) of US mar­keters sur­veyed in the study – all of whom already use mobile adver­tis­ing — plan to expand their mobile bud­gets by at least 50 per­cent over the next two years. The find­ings strong­ly sug­gest that the bot­tom line – return on invest­ment (ROI) – is seri­ous­ly pay­ing off on this for­mat. Chal­lenges But mobile adver­tis­ing agen­cies might be curi­ous about what ad inven­to­ry is…

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