CABA Information Series
(IS-2013-76) Marketer Perceptions of Mobile Advertising
This report from OVUM consulting provides a survey among marketers at 300 US companies to provide a unique insight into mobile advertising from a buyer perspective. Mobile as an advertising channel has many appealing elements and what stands out from the survey is that this is understood and appreciated by marketers, with immediacy (57%), cost effectiveness (54%), increased engagement (52%) and reach (49%) flagged as top priority benefits by respondents. Ovum estimates there will be 335.44 million connections by the end of 2011 rising to 391.84 million by the end of 2016.