19 Jun 12

Mobile Advertising

by Emma Boyack, Account Director

We are soon to be living in a world where there are more tablets and smart phones than PCs.

This is the dawn of the smartphone age. But you wouldn't know it by looking at mobile advertising spend. Recent research has found that consumers are spending 10% of their media attention on their mobile devices while the medium only commands a mere 1% of total ad-spend. Conversely, the declining medium of print attracts only 7% of media-time but still captures a massive 25% of total ad-spend.

The disparity between the two mediums gives a strong indication as to how much room mobile still has to grow.

There is a diverse array of options open to advertisers wishing to capitalise on this emerging medium including mobile ad units, mobile search, mobile apps, mobile websites and SMS. Each of these mobile tactics is now being successfully embraced by advertisers to drive brand awareness, consideration, purchases, and loyalty.

However despite this progress there is still a huge gap between the rapid adoption of mobile and the media budgets assigned to it. Brands will need to more than quadruple their mobile budgets to begin catching up to the level at which consumers are embracing the channel.