Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

The survey broke social and video mobile advertising out from display, leaving display asprimarily consisting of banner ads. Given this more restricted definition, display wasfound by the highest percentage of respondents to be cheaper on mobile vs. desktop,which is understandable given that smaller screens limit the banner experience.The increasingly limited potential of display on mobile—excluding social and videoads—was further demonstrated when respondents were asked about current vs. futuremobile budget allocation. Display‘s share of ad buyers‘ budgets was set to decrease by 5percentage points, swapping its position as the No. 1 mobile channel with search. Givenmobile‘s now well-documented role as a key player in gathering real-time information, itmakes sense that buyers would be putting more money toward search.Video will also see a bump in spend as mobile video viewing becomes more common,with buyers expecting to put nearly 10% of mobile spend toward video in the next yearand a halfMobile will take 50% of budget in 2017, but held back by skillsgap: studyPosted on December 10, 2012 by MarketingMarketers will spend 50% of their budgets on mobile by 2017, but for the moment are hampered by their lack of understanding of the medium anddifficulties in quantifying return on investment, according to Experian Marketing Services.Only 4% of the 320 marketers involved in Experian‘s mobile marketing study are regularly implementing mobile marketing activities, despite awidespread belief it will be one of the most important ways to communicate with customers in the future.Head of research and consulting at Experian, Dave Audley, puts the slow uptake of mobile down to three key reasons: a skills gap in the industry,difficulty in demonstrating ROI and the tug of war for budgets between traditional and new channels.―There‘s some confusion and difficulty when it comes to budget allocation,‖ Audley says. ―Marketers are finding its quite difficult to quantify return oninvestment by channel. Organisations are reluctant or not committing to investing in the [mobile] channel just yet until they fell confident that they canmeasure the return that they get.‖111