Study Finds Mobile, iPads Fastest Growing Media Among Ad Execs

Nearly half (46%) of ad executives - both marketers and agency media buyers - currently are utilizing mobile media as part of their advertising plans, and it is expected to grow at a faster rate than any other major medium, according to the most recent findings of an ongoing tracking study of top industry executives. The study, Advertiser Perceptions Inc.'s Advertiser Intelligence Report, found that 62% of respondents plan to increase their ad spending on mobile media over the next year. Based on the responses, AIR projects that 60% of ad industry executives will be utilizing mobile media as part of their base advertising plans within the next 12 months.

The survey, which was completed online among 1,412 marketers and agency executives in April and May, also found that banner ads (62%), and text (60%) are the most commonly used advertising formats on mobile media, but video will be the fastest growing, rising from 28% of respondents currently to 43% within the next 12 months. Mobile search advertising, currently used among 41% of respondents, is the next fastest rising format, and is projected to grow to 48% of respondents in the next year.

Smart phones (87%), conventional mobile phones (53%), and PDAs (42%), currently are the most popular mobile media platforms utilized by respondents, but the iPad is the fastest growing and is projected to rise from 22% of respondents currently to 49% within the next 12 months.

Industry executives currently are using mobile media primarily to target consumers nationally (55%) vs. locally (45%).

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