Marketers and consumers have something in common: Neither group knows quite what to make of mobile advertising. But we’re getting there. We know, for instance, that consumers are willing to view certain ads they consider relevant to them. Yet there is an overall aversion to the prevalence of mobile advertising, PwC reported recently. That – and the relative newness of this advertising trend – may help explain why marketers are not unanimously on board with every aspect of mobile programmatic advertising.
Marketers do value mobile advertising, though. Different brands and organizations tend to focus on the aspects that are most relative to their current marketing campaigns. More and more, marketers are shifting funds from other formats to fold mobile strategies into their programs. In the latest IAB Mobile Center’s “Marketer Perceptions of Mobile Advertising” research, a holistic look at marketers’ views of mobile, two out of five marketers agreed that mobile programmatic advertising would help them reach their target audiences.
Marketers expressed a high level of satisfaction with the results of their mobile marketing activities, with 87 percent reporting they were either satisfied or fairly satisfied. But most respondents still turn to other methods for buying ad space, according to the IAB’s study of 200 top-level brand marketing executives. And relatively few are buying mobile inventory programmatically, with only 18 percent doing so through private exchanges and 17 percent via open exchanges. This is despite the fact that an ever-increasing flow of online display inventory is being purchased via ad exchanges. Over 70 billion impressions flow through open exchanges daily, while private exchanges offer transparency of buyers for those who want to circumvent commercial middlemen, ProgrammaticAdvertising.org explained.
Other key IAB findings provide new insights into how marketers perceive mobile advertising:
• When it comes to advertising opportunities with new-generation connected devices, marketers are most interested in TVs (73 percent), followed by connected cars (69 percent), and wearables (66 percent).
• Brands value a few different aspects of mobile advertising. Mobile websites continue to take a central role, but some marketers invest more in mobile search advertising or mobile optimized social media in their marketing campaigns.
• In contrast, fewer marketers are prioritizing static mobile display advertising and rich media mobile display advertising.
• As mobile advertising grows, so does marketer uneasiness over potential data privacy issues, with 37 percent of respondents in 2014 citing privacy as a very important issue – a 15 percent hike over 2013.
As budgets shift to mobile from other media, our knowledge of mobile advertising has shown steady progress. Marketers expect their spending on mobile advertising to increase in the next couple of years. Opinions of particular areas of mobile advertising may shift, but it’s safe to say that mobile advertising is now firmly in our industry’s digital advertising mix.