60% of Non-Mobile Marketers Plan to Buy Mobile Advertising in 2010

Millennial Media, the largest and fastest growing mobile advertising network in the U.S., and DM2PRO.com, a knowledge base for digital media and marketing professionals,  collaborated in an exploration of attitudes and spending plans of leading agencies and brands to help us offer benchmarks.

As the mobile advertising industry continues to evolve, this data provides a critical view on where the industry is, and is not, exceeding advertiser’s expectations.  The survey also explores the critical reasons  why advertisers are planning to buy mobile in the future.

With 60% of non-mobile marketers planning to employ mobile advertising in 2010, the increase in mobile spend is among the leading highlights:

• Mobile spending is expected to increase next year, with 31% of agency respondents stating that they will invest between $100K and $249K.
• More than 15% of respondents plan to invest more than $1M.
• More than ½ of Q4 mobile campaigns will represent between 1% and 10% of their clients’ total spending, but, for a few, that number will be a whopping 40%-50%.
• Nearly 75% of the 100 leading agency respondents stated that they have developed mobile campaigns for themselves or a client.

Mobile advertising performance meets expectations and remains valuable. Among those who have executed mobile campaigns:

• 78% of respondents said the medium met their campaign goals, and an additional 9% said mobile performed “beyond [their] wildest expectations.”
• For 89% of agencies, the mobile facet of a campaign is just one portion of a multi-platform buy.
• Nearly a third (30%) of agency respondents said mobile has become an “indispensable” part of their media mix. Another 67% ranked mobile as “somewhat valuable” and only 2% said it was not valuable in their overall media mix.

Approximately 80% of mobile campaigns employed a mobile ad network of some kind, and about half of those have a single favorite provider.

More than 80% of agencies who have participated in mobile campaigns have hired or developed internal resources to support them. Nearly 90% stated they are typically the ones to suggest that a client employ mobile as part of their campaign strategy. Still, it often involves multiple partners to expertly execute on the promise of mobile media. Partners include: technology, metrics, mobile ad network, and app developer resources, among others.

Parts of this blog post are paraphrased or taken directly from DM2PRO – “State of the Industry: Mobile Survey” – September 21, 2009.

To download the report, click here: http://www.millennialmedia.com/research/buymobile/

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