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Mobile unlocks stronger advertising budgets

Approximately 1 in 2 media agency employees want to know more about complying with mobile privacy (57%) and brand safety on mobile (45%), according to the latest IAB 'Agency Snapshot' study, conducted for the first time in France, Germany, Italy and Spain.

The study was carried out in partnership with YouGov to assess agency approaches to mobile advertising over the last year. The survey which was conducted in November and December 2014 was completed by a total of 154 media agency employees across the five European markets.

Mobile is unlocking new budgets
Encouragingly, more than 60% of media agency employees surveyed stated that mobile is a regular part of client proposals.

Nearly half (42%) of media agency employees across Europe claimed that mobile is unlocking new budgets, however a large majority (71%) claimed their mobile budget is coming from other media budgets, such as Internet, TV, Print and Radio.

Integration will be key in 2015 with 82% claiming that mobile will be integrated into their wider agencies by the end of this year.

Key drivers of mobile growth
Some 63% of respondents felt that location based advertising was the most exciting mobile opportunity.

The study also demonstrates that whilst mobile and digital specialists are felt to be the main advocates of mobile advertising within agencies (74% and 76% respectively), strategists are also driving the move to mobile (61%).

This suggests that mobile is becoming more mainstream with a stronger understanding across agencies.

Top challenges for mobile growth
Mobile programmatic, brand safety and mobile privacy are all areas of concern for media agencies - all of which came out on top as areas with relatively low levels of understanding.

Nearly 80% of media agencies felt that not being able to track cross screen campaigns was a huge barrier to mobile growth whilst nearly three quarters state that clients' lack of understanding of mobile advertising is holding back spend on mobile.

"It is encouraging to see that new budgets are being found for mobile advertising demonstrating the attraction of the medium for advertising investment," concluded Alison Fennah, executive business advisor for IAB Europe.


Sources: IAB Europe /
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    Categorised as:

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Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Factbook at your side, you'll have a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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Copyright © 2001-2026 Peter J. Clark