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%).