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BizReport : Mobile Marketing : April 02, 2015

10% of top UK brands advertising on mobile without mobile-optimized sites

Among the UK's top 250 advertisers, mobile is now a top priority. However, many continue to advertise on mobile without providing mobile optimized sites.

by Helen Leggatt

iab_logo.gifIn its seventh mobile audit, the IAB looked at the UK's top 250 advertisers to analyze the uptake of mobile and the top performing sectors. Overall, nearly 70% are optimizing their paid search for mobile and in the past year three-quarters ran a mobile display campaign.

The research also revealed that over half now have both a mobile app and a mobile site, but that a number still have no mobile presence at all. Within the FMCG sector, nearly 1 in 10 had no mobile presence, nor did 7% of travel and retail advertisers, 6% of social and political organisations and 5% of tech and telco brands.

However, while more than 80% of the top 250 brand advertisers in the UK have a mobile optimized site, 10% were found to be running mobile display campaigns without one.

"The audit shows that brands are finally putting mobile as a top priority, which is great to see. There are still some gaps though, especially when you consider that brands are spending their budgets on mobile advertising, however their shop fronts still aren't optimized for mobile," said Mike Reynolds, IAB's Senior Mobile Executive.

Tags: advertising, marketing, mobile

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