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Mobile marketing budgets to increase by 25 percent

Lucy | October 1, 2015

A recent India based study has shown that interest in advertising over this channel is growing fast.

Even though marketers in India typically reserve 10 percent or less of their total advertising budget for mobile marketing, a new report has indicated that this trend is currently changing and that by the end of the year, that figure will have risen by 25 percent.

Marketing firms in India tend to spend less of their overall ad budgets on mobile than Asian Pacific counterparts.

Almost 75 percent of marketers in India currently reserve 10 percent or less of their overall ad budgets for mobile marketing. In Asia Pacific countries, only 66 percent have such a low percentage reserved for this channel. This, according to a report that has been issued by Warc and the Mobile Marketing Association. That said, the report did take care to underscore the fact that much of the industry is expecting to increase their amount of spending on smartphone ads by 25 percent.

The portion of the mobile marketing budget will also continue to rise by another 51 to 99 percent by 2020.

There will also be overall advertising budget growth heading to India, this year. Therefore, even though there will still be companies that will be spending only 10 percent of their total budget on mobile ads, the amount of money actually being spent will be increasing. In fact, the total budgets in India are predicted to rise by an average of 46 percent, which is slightly higher than Asia Pacific company counterparts, where the prediction is a 43 percent increase.

To explain the growth in the amount of spending that will be dedicated to mobile advertising, the report indicated that the cost associated with smartphone ads has increased by 49 percent. Therefore, to maintain the same strategy, it is costing companies more. “While marketers appreciate the importance of the mobile channel in India, full potential of mobile advertising is still to be realized,” said the report.

Approximately 47 percent of the respondents to this survey stated that they felt that mobile marketing is an effective channel and that it provides brands with benefit.

In-store visits see 80 percent increase from mobile ads

Rebecca | June 11, 2015

Within the first day of viewing, these smartphone advertisements generate considerable consumer response.

As mobile ads move from being in their early infancy toward the next phase in their maturity, many companies and marketers are still scrambling to try to find the right metrics to be able to measure their effectiveness.

A new report has now revealed that these smartphone and tablet ads can have a large affect on consumers.

The report was issued by NinthDecimal, a mobile intelligence firm based in San Francisco. What it revealed was that mobile ads that were having an impact on the behaviors of the consumers who saw them, and that this affect was on the rise. The study used data from 2014 in the second and fourth quarters . It measured advertisements displayed through Android and Apple apps, though not those that were displayed by way of web browsers. What was shown in The Mobile Audience Insights Report was that within the first day following the viewing of a mobile advertisement, there was an increase of 80 percent of in-store visits.

The report states that this helps to reveal more about the impact of mobile ads, which had previously gone unmeasured.

Mobile Ads increase in-store visits In order to come to this conclusion, NinthDecimal both developed and used a Location Conversion Index, which it calls the first ever measurement of the real world behaviors that are the result of engagement over mobile advertisements. According to the company, it based its data on the results and actions of 1535 mobile users who were selected at random, on top of billions of different data points from campaigns that its clients ran on its platform.

What the outcome of the data analysis found, said the report, was that while the impact of mobile advertising can be a considerable one, it is not consistent from one industry to the next nor is it the same from one store to the next. Distance to the nearest store location also plays a role in the outcomes that were measured.

Interestingly, retail mobile ads, for example, were able to generate the greatest results for driving consumers into brick and mortar shops when those shoppers were already between 2 and 5 miles away from the store when they saw the ad. That represents a success rate that was 24 percent better than the average.