Survey: 72% SMBs to increase mobile spending in next year
“Mobile advertising is growing, but hasn’t kept pace with the rapid adoption of mobile devices,” said Zephrin Lasker, CEO and co-founder, Pontiflex. “This survey shows that SMBs need real returns from mobile advertising, and CPC and CPM pricing models are just not working for them. SMBs want to use mobile ads to grow their businesses. To help them do so, the industry must innovate and try new things, and that’s what we are doing with AdLeads.”
According to the survey from Borrell Associates:
• More than three-quarters of SMBs say mobile optimization and analysis is ‘somewhat’ to ‘very important’
• 32% of those who plan to increase mobile ad spending will increase mobile ad dollars by up to 20%
• 65% say they’ll increase mobile ad dollars by up to 30%
• 46% say they’re interested in self-serve mobile ad solutions
What is pushing so many smaller businesses into a space that is still experiencing some growing pains? The number of consumers jostling into the space. Data from Nielsen shows about half of the US population is now mobile; meanwhile numbers from the IAB show only about 5% of the digital ad spend is allocated to mobile – meaning there is room for growth in the sector.
As for what SMBs are looking for in the mobile space about one-quarter say they’d prefer to pay for sign-ups – email, social media, etc. – rather than paying for clicks or impressions.
