72 per cent of marketers believe mobile will be more important to their brand than desktop in 2016.
That's according to a survey of 150 media and marketing industry professionals carried out by Trinity Mirror’s location-based ad network Pinpoint, which also found that client-side marketers (81 per cent) are more likely to agree with this sentiment than media agency staff (67 per cent).
Overall, 63 per cent of marketers say they are satisfied with their current ROI from mobile advertising.
“The results of our survey clearly show that mobile advertising is a priority for brands and media agencies alike,” said Pinpoint sales director Tim Jones. “It’s interesting to see that brands are prioritising mobile advertising over desktop and that spend on location-based mobile marketing is set to increase.”
68 per cent see ad blocking as a significant threat to the mobile advertising industry, and 92 per cent believe that mobile ads could be much more creative and engaging.