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BizReport : Mobile Marketing : September 25, 2013

1 in 5 marketers will increase mobile budgets by 50% or more in next 2 years

The number of marketers with mobile budgets exceeding $300,000 has more than quadrupled since 2011, according to new figures released by the Interactive Advertising Bureau.

by Helen Leggatt

A mobile advertising survey carried out among marketers in 2011 by the IAB showed that just 7% had annual mobile marketing budgets of more than $300,000.

The latest update to that survey found that, among the 300 brand marketer participants, 32% now had budgets exceeding that amount.

And there are more mobile budget increases on the horizon as nearly three quarters (74%) of survey respondents predict spend on mobile advertising will continue to increase over the next couple of years. Furthermore, 19% believe their mobile budgets will increase by 50% or more during that period.

iab black and red logo.jpg"These findings reaffirm that publishers need to make mobile a top priority in order to take advantage of strong brand marketer demand," says Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. "In addition, it is a signal to all of us at IAB that we must continue initiatives, such as our HTML5 guidance for digital advertising, to fuel the mobile arena."

When asked what they ranked as "very important" or "important" mobile advertising developments 87% said responsive design followed by HTML5 (77%) and mobile native advertising (74%).

Image via Shutterstock

Tags: advertising, budget, marketing, mobile, survey

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