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BizReport : Mobile Marketing : May 12, 2010


Advertisers divert budgets to mobile

The mobile audience appreciates and engages with branded apps, while video via mobile is also popular, so it's no wonder that marketers are looking to boost their mobile ad budgets over the coming year and are eyeing these formats excitedly. But how effective are they?

by Helen Leggatt

MediaPost's Center for Media Research, along with research firm InsightExpress, surveyed MediaPost's subscriber base and found that 82% of advertisers, both agency and client-side, plan to allocate more ad dollars to mobile marketing in the near future.

Just 3% intend to cut their mobile ad spend.

But where will these mobile ad dollars be rustled up from? The survey found that half will be sourced from online budgets, 35% will come from cross-platform buys, 27% will be from sources specifically set up for mobile marketing funding and TV budgets will give up 8%.

And what will the mobile ad dollars be spent on? Branded apps are flavor of the month with nearly half (47%) of advertisers citing the format as the most exciting, closely followed by mobile video (44%) and coupons (39%).

"Given the enthusiasm for mobile advertising unleashed by the iPhone and the accompanying App Store, it's not surprising that branded apps are what clients find most intriguing about the emerging ad category, according to survey respondents spanning agencies, brands, publishers, technology vendors, retailers and other types of organizations," writes MediaPost's Mark Walsh.

In reality, however, it's the not flash apps and engaging videos that are proving to be the most effective forms of mobile advertising. Instead the more visually mundane coupons were cited by mobile advertisers as being the most effective in terms of ROI, followed by text links and banner ads.






Tags: Advertising, App Store, Coupons, Mobile, Mobile Advertising, Mobile Marketing, Mobile phone, Text Links, Video








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