New industry research from the Internet Advertising Bureau (IAB) and Work Research surveyed over 100 agency respondents were questioned to understand the industry's perceptions of mobile marketing in the UK.
Key Insights include
•Experience and familiarity with mobile advertising has increased year on year
•Understanding of mobile advertising has also increased in 2009, but there is still a lack of mobile advertising expert knowledge
•Agencies are increasingly well set-up to tackle mobile advertising with specialist units devoted to mobile advertising – both for planning and buying
•The perception is that both within agencies and outside of agencies, mobile specialists are significantly driving the growth and stature of mobile advertising
•IAB recognised as trade body having most responsibility in helping fuel this growth
•Mobile advertising suitability to various categories grows significantly, and mobile is seen by most as by far the fastest growing media for advertising
•Respondents feel a need for robust and reliable campaign measurement and evaluation to prove ROI and tackle client prejudice
