The survey, which polled 2,047 ad executives on a variety of media issues and perceptions found that only 26% currently use mobile advertising, and only 20% plan to use it in the next six months. That is about the same level of usage indicated among ad executives when Advertiser Perceptions conducted its last semi-annual survey in the Spring of 2007, and is not a strong indicator for the burgeoning mobile marketing industry, says Ken Pearl, a partner at Advertiser Perceptions.

The research also indicates that when ad executives do use mobile advertising, they tend to utilize simple text advertising formats vs. banner ads, podcasts, video and search ads (see table below).

Source: Advertiser Perceptions. Survey of 2,047 advertiser and agency executives conducted online in October/November 2007. Spring 2007 survey conducted in April and May.

Source: Advertiser Perceptions. Base = Those who said they currently use mobile advertising as part of a survey of 2,047 advertiser and agency executives conducted online in October/November 2007.