Home  › Media › Mobile
mobile-gps

Smartphone Web Ads Still a Priority for Mobile Marketers

  |  July 18, 2011   |  Comments

Ad buyers are less concerned with rich media ads and tablet devices.

Despite the hype surrounding in-app rich media opportunities such as Apple's iAd, most marketers still focus the majority of their mobile efforts on web-based display ads, according to a survey conducted by the Interactive Advertising Bureau. In addition, those marketers are more concerned with reaching users through smartphones than other connected devices such as tablets, eBooks and gaming devices, the trade body's research implied.

In conjunction with research and consultancy firm Ovum, the IAB's Mobile Marketing Center of Excellence polled 300 marketing executives currently making use of the mobile channel, and found 63 percent of respondents reported an increase in their mobile marketing spend over the past two years. Seventy-two percent of those surveyed also said they plan to further increase their mobile investment.

A large portion of that spend is being directed at mobile web display ads, the research suggested, with 77 percent of respondents making use of the medium compared to just 44 percent buying ads or sponsorships in applications. In-app rich media solutions such as those offered by Apple, AdMob, and Medialets have garnered significant industry attention over the past year, but it appears most marketers still rely largely on web inventory for their mobile campaigns.

"Mobile web has been around longer, and there's a lot more inventory there than in-app," Joe Laszlo, deputy director of the IAB's Mobile Marketing Center of Excellence told ClickZ News. "In reality, the amount of in-app inventory out there maybe doesn't quite match marketers' and agencies' desire for it, and mobile Web metrics are sometimes a little more robust," he added.

According to Laszlo that pattern is shifting, however, and he predicted a very different landscape in eight to 12 months. "I think we'll see the same number of marketers investing in mobile web, but we will probably see a far higher number of in-app buys," he said, suggesting "a lot of marketer excitement" will help drive that shift.

A large portion of that spend will be directed at smartphones, the research suggested, with 83 percent of respondents describing those devices as medium high or high priority in terms of targeting. Meanwhile, 62 percent of those polled said they viewed tablet devices as important, while feature phones, eBooks and connected games consoles were viewed less essential.

Laszlo described the lower demand for tablet-based inventory as "excitement crashing into reality," suggesting their lack of scale continues to deter some marketers. "Tablets present a phenomenal opportunity to deliver a great experience, but they're still relatively scarce," he said. "That forces marketers and agencies to shift their priorities away from tablets and towards smartphones."

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...