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Les résultats présentés dans cette étude donnent un aperçu unique de la publicité mobile à partir d'un point de vue de l'acheteur, et les résultats sont à nouveau positives et stimulantes.
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Marketer Perceptions of
Mobile Advertising - 2013
A second Ovum study for the IAB
Released September, 2013
Eden Zoller, Principal Analyst
Ovum Consumer Practice
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This is the second survey based study that Ovum has produced
for the IAB’s Mobile Marketing Centre of Excellence (Mobile
Center), building on the first, ground breaking survey conducted in
2011. Both surveys were conducted among marketers at 300 US
companies active in mobile advertising.
This 2013 iteration uses a fresh sample, provides a B2B and B2C
perspective and introduces new questions, reflecting changes that
have taken place in mobile advertising over the last two years.
The findings presented in this study provide a unique insight into
mobile advertising from a buyer perspective, and the results are
once again both positive and challenging.
In a nutshell
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A major new feature of our 2013 mobile marketer survey is a break-out view across
Business-to-Business (B2B) and Business-to-Consumer (B2C) brands. A consistent
theme across the survey findings is that B2C brands are more ahead of the curve
than B2B brands, with the latter showing a generally more conservative approach
across most parameters.
B2C companies have embraced the most advanced strategies to a much higher
degree than B2B companies (see next slide).
Multi-screen advertising is more critical for B2C brands than it is for B2B brands,
with 26% of B2C brands saying it was very important compared to 8% of B2B
B2B companies are more conservative when it comes to mobile advertising
inventory, with a higher use of static mobile display advertising among B2B brands
and than B2C companies.
B2B respondents have a stronger preference for more traditional mobile advertising
metrics than B2C brands.
The survey also revealed that B2C brands prioritize mobile's targeting capabilities
higher overall than B2B brands. Twenty-six per cent of B2B respondents said they
only require high-level targeting for their campaigns compared to only 8% of B2C
B2B brands are more conservative than B2C brands
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B2B & B2C approaches to mobile advertising strategy
Business-to-Business (B2B) Business-to-Consumer (B2C)
How would you describe your approach to mobile advertising strategy?
We use mobile advertising on an ad-hoc
It is part of our advertising strategy but
we use mobile campaigns as a
standalone activity (i.e. not integrated
with their media).
It is part of our advertising strategy and
mobile is integrated with other media
campaigns (e.g. print, TV, online).
Experimental – it is early days and we
are on a learning curve for mobile
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Satisfaction with mobile advertising activities – B2B &
Business-to-Business (B2B) Business-to-Consumer (B2C)
How satisfied are you with the results of your mobile advertising activities?
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Mobile advertising budgets continue to rise
Mobile advertising budgets in our 2013 survey sample are more
robust and at an increased level compared to those recorded in our
2011 survey. This is very encouraging, particularly in the on-going
tough economic climate, which in our view suggests a good degree of
confidence in mobile advertising.
In our 2013 survey 16% of respondents had mobile advertising
budgets of between $301,000 and $500,000 for the fiscal year, while
another 16% had an annual budget of over $500,000 (see next slide).
At the same time, the number or companies with budgets of under
$50,000 has fallen over the last two years, from 55% 2011 to 23% in
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Mobile advertising budget for fiscal 2013
What is your mobile advertising budget for the fiscal year 2013?
$151k - $300K
$301k - $500K
$51k - $150k
Less than $50k
More than $500K
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Budgets – change over next 2 years
Decrease by less than 50% Increase by less than 50% Increase by more than 50% No change (0%)
How do you expect your mobile advertising budget to change during the next two years?
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Multi-screen advertising takes center stage
Consumers are increasingly using multiple connected devices to
interact with TV and video, games, information, social networking and
commerce. These connected device screens span smartphones,
tablets, connected games consoles, connected TVs and in vehicle
systems. The marketers in our survey are clearly alert to this trend,
with 75% stating that multi-screen advertising is important or very
important to their strategy (see next slide) .
Moreover, when we asked marketers in the survey to rank key
developments in mobile advertising, responsive design was a top
priority, which is consistent with the importance of multi-screen
Responsive design refers to ads that are designed to change and
optimize their layout and visual elements differently across different
types of device, desktop and mobile.
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The importance of multi-screen advertising
How important is multi-screen advertising to your strategy?
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Mobile websites dominate – and better use of richer
media is in evidence
The use of rich mobile advertising inventory has increased overall in
our 2013 survey compared to 2011. In 2013, 35% of respondents
reported using rich media mobile display ads and 19% mobile video
advertising (see next slide).
Mobile websites continue to be the most popular type of mobile
advertising inventory, underscoring the fact that mobile optimized
websites are still the main way that consumers interact with brands via
Use of static mobile display advertising has declined across the two
surveys, with 49% of respondents using it in our 2013 sample
compared to 77% in 2011.
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Use of mobile advertising inventory
What types of mobile inventory do you currently use for mobile advertising?
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Marketers desire a wide range of targeting insights
The survey confirmed the importance to marketers of mobile's ability to
enhance campaigns with its targeting capabilities. Eighty-three per cent of
respondents said mobile targeting was important or very important.
Marketers in the survey desired a wide range of targeting insights but with a
slightly stronger preference for detailed demographic information, while
location based targeting as a whole received good levels of support (see next
An intriguing finding when it comes to location targeting is that although
brands place a higher priority on general rather than specific location insights,
they rank device support for precise location/navigation as a top priority (see
slide 18). This is not necessarily the contradiction that it might at first appear.
Although marketers today might find general location targeting insights
adequate, devices should nonetheless have the ability to support precise
location/navigating features that can be leveraged going forward.
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Targeting attributes desired by brands
What types of targeting insights are most useful for your mobile ad campaigns?
We only need very high level targeting for our
campaigns (ie no deep insights required)
Detailed demographic information
General Location information - (e.g. geo-location
Location-specific information (e.g. geo-fencing)
Device operating system in use
Insights into consumer preference and usage of
Insights into consumer search and browsing
Insights into a consumer’s usage according to
time of day
Insights into a consumer’s usage according to the
type of mobile device used (tablet, smartphone,
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Tablets are becoming a priority device
Marketers in our 2013 survey ranked smartphones as the highest priority device for
their current mobile advertising campaigns, just as they did in the 2011 survey.
But what has changed over the last two years is the increasing importance of tablets to
mobile marketing. In 2011 only 31% of respondents said tablets were a priority device
compared to 51% in 2013 (see next slide) Moreover, 75% of respondents in our 2013
expect to see their use of tablets increase over the next two years.
This is not surprising given the increasing popularity of tablets with consumers and also the
rich, immersive mobile advertising experiences that tablets can offer brands.
Ovum's forecasts from 2012 predict that in North America alone tablet shipments will rise from
54.43m at the end of 2013 to 81.90m by the end of 2017.
B2C marketers retain more focus on featurephones relative to B2B: while 45% of B2B
marketers say those devices are not a mobile marketing priority, only 19% of B2C
marketers say that.
In 2013’s survey asked about in-vehicle systems as a relatively new or less established
type of connected mobile/portable device As our 2013 results show, respondents think
it is too early today for significant opportunities for mobile advertising in the connected
car environment: 42% of total respondents said it is not a priority, while 29% viewed it
as low priority.
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Current prioritization of key connected device
Feature Phones Smartphones Tablets Cars
What type of mobile or portable device advertising are you currently targeting with
your mobile ad campaigns?
Not a priority
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Location, location, location
What is very clear from our 2013 survey is how important marketers consider
location/navigation related device capabilities, with precise location/navigation scoring
highest in terms of the most quoted top three features (54%) while broad navigation
features also gaining a solid rating (35%). See next slide.
Respondents also looked favorably on devices that support NFC capabilities (42%),
which is in line with wider, growing interest in mobile proximity marketing activities such
as coupon and discount redemption.
Video capabilities scored well, albeit not top, in both surveys - third placed in 2013 and
fifth in 2011. This is in line with the fact that although mobile video advertising is gaining
traction, it is not as established as many other formats.
The biggest differences across our 2011 and 2013 surveys is the diminished
importance to 2013 respondents of device support for email, social networking features,
screen size/resolution, good quality camera and browsing. We do not think the is
because these features are no longer deemed important, but rather that they are now
standard in most smartphones meaning that marketers are focusing more closely on
other capabilities on the wish list.
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Top ranked device features
What are the three most important device features and form factors for mobile
advertising? (most quoted )
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Use of agencies for mobile advertising is still modest
The use of creative agencies among our 2013 survey sample stood at
52% compared to 38% for marketers in the 2011 survey, which is
But the use of media buying agencies for mobile advertising remains
static at fewer than 50% of respondents across both surveys. This
relatively low reliance on agencies for mobile advertising could be
linked to the perception cited in both surveys that agencies lack
However, we think this could be more a perception than reality, as
those brands that do use agencies report very high level of
satisfaction (see next slide).
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But high satisfaction with creative agencies when
How satisfied are you with your creative agency’s ability to support your
mobile advertising objectives?
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Brand awareness still the top objective for mobile
The mobile advertising objectives deemed to be the most important are very consistent
across both our 2013 and 2011 surveys. The top ranked objective across both survey
samples is the use of mobile advertising to increase brand awareness. See next slide
for 2013 results.
This is followed, with a slight variation across the two surveys, by driving sales in
general, increasing engagement with a product or service, increasing brand awareness
and customer relationship marketing.
In the 2013 survey we introduced further granularity with the addition of some new
objectives for respondents to choose from, and of these the use of mobile advertising to
support new product announcements or updates had the most resonance with
respondents (39%). This makes sense as people carry their handsets with them all the
time, making mobile devices a highly efficient, immediate way to reach people.
The marketers in our 2013 survey expressed a good degree of satisfaction with the
results of their company's mobile advertising activities, with 61% of respondents saying
they were satisfied while 34% were fairly satisfied. This is very close to the findings in
our 2011 survey,
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Mobile advertising objectives
Drive sales in
What have been the objectives(s) of your mobile advertising activities to
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Perceived challenges easing but there is still work to
Although marketers' views on the key challenges for mobile advertising
have remained largely consistent across the 2013 and 2011 survey, the
degree of concern has receded in our 2013 sample (see next slide).
Device operating system (OS) fragmentation is seen as a high importance
challenge by 23% of respondents in 2013, compared to 39% in 2011
Privacy issues are seen as a high importance challenge by 22% of
respondents in 2013, compared to 40% in 2011
Lack of standardized advertising metrics are seen as a high importance
challenge by 13% of respondents in 2013, compared to 31% in 2011
Lack of agency expertise in mobile advertising is seen as a high importance
challenge by 15% of respondents in 2013, compared to 21% in 2011
This is positive progress but there is clearly more work to be done in
addressing these on-going challenges.
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Key challenges for mobile advertising
7% 7% 7% 9% 11%
9% 12% 15%
Lack of agency
Privacy issues Lack of global,
What do you see as the key challenges for mobile advertising from a brand/buyer perspective?
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Benefits of mobile advertising: Cost Effectiveness,
Immediacy, Reach, Engagement
2% 1% 2% 3% 7% 7% 5% 4% 3%
14% 13% 16% 13%
19% 24% 26%
What are the key benefits of mobile advertising from a brand/buyer perspective?
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Key developments in mobile advertising
9% 10% 7%
8% 7% 8%
Real-time bidding HTML5 Mobile rising
MRAID Mobile native
How important are the following developments in mobile advertising?
Do not know
Marketers view responsive design, HTML5, and native advertising as important mobile
IAB’s mobile rising stars are considered important or very important by 67% of marketers surveyed.
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Mobile advertising 2013 – one word summary
What is immediately striking is how dynamic and vibrant mobile advertising is seen to be. Marketers
perceive mobile advertising as effective, positive, innovative, growing fast changing and exciting.
But they also note that mobile advertising is still emerging and that it can be fragmented and confusing,
which is arguably the flip side of such a dynamic environment.
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Background to the survey: objectives
The IAB’s Mobile Marketing Center of Excellence (Mobile Center) wanted
to provide members and the wider industry with insights that will help
them better understand how mobile advertising is perceived by
For example, the IAB Mobile Center wanted to discover what marketers
spending plans are for mobile advertising and what they think needs to be
done to further improve the appeal of this medium. It also wanted to explore
marketer attitudes towards targeting, multi-screen advertising and mobile
advertising metrics, among other things.
In response Ovum conducted two wide ranging, detailed surveys of the
mobile advertising market as seen by marketers active in this area. The
first survey was carried out in 2011 and followed by second iteration in
2013, enabling the IAB Mobile Center to show how attitudes towards, and
use of mobile advertising is trending and changing over time.
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The survey is based on a quantitative primary research program with
300 US organizations that use mobile advertising. The sample
included an even mix of companies in terms of revenue size, and with
a balanced split across Business-to-Business (B2B) and Business-to-
Consumer (B2C) companies.
The survey only included companies active in mobile advertising and
respondents to the questionnaire were marketing executives with
Final decision making authority for some or all of our mobile marketing
Influence some or all mobile marketing decisions.
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Ovum is one of the world’s leading ICT research and advisory businesses. We
have over 150 analysts spanning the telecoms and IT marketplace with offices
based in many geographical locations across EMEA, US and Asia Pac.
Ovum offers research and advisory services (R&A) and consulting. R&A is based
on core practice teams that together cover the whole of the telecoms, media and
IT value chains providing insight into markets, customers, strategy and
competitors. Ovum’s 10 telecom practices include consumer, wholesale,
enterprise, regulation, Telco strategy, networks, devices and components. Ovum’s
IT practice includes outsourcing, IT management, information management,
security and lifecycle integration.
The majority of Ovum’s analysts have 10-15 years in industry (many 20+ years),
which means that our advice is grounded in industry practice and established
expertise. Ovum research is based on independently audited methodologies that
ensure that our clients can base decisions on rigorous and fact-based research.
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