Mobile advertising firm Ad Infuse has released details of a survey carried out among heads of mobile at UK ad agencies, looking at their motivations for conducting mobile advertising campaigns in the past, and the barriers to them increasing mobile activity in the future.
When asked why they got involved with mobile advertising in 2007, 63% said it was to test mobile and gain valuable learnings. The next most popular reasons were to target hard to reach audiences, and for branding purposes (25% each).
When asked about the barriers to more brands getting involved, or brands already involved doing more in 2008, the key problems cited were lack of information on users, and a lack of case studies (63% each), followed by the mediums reach, which was identified as an issue by 38% of respondents. Five other factors were identified as barriers by 25% of respondents. These were: consistency of formats and creative formats; lack of quality content/user experience; cost of media; cost of creative; and fear/lack of knowledge.
Respondents were also asked what were the things that excited them most about mobile advertising going forward. The most popular answers here were greater targeting and location-based services and targeting (38% each); followed by greater reach, better handsets, faster data speeds, mobile applications and coupons, and mobile video (25% each).
Ad Infuse Managing Director of European Business Development, Stephen Upstone, says the results show that brands and agencies have tested mobile advertising and that some already are using it a strategic part of the communications mix to reach audiences, providing vital cut through to build brands and drive sales.
However, he adds, the key issues identified by the survey that the industry must address are the lack of information about users and case studies needed to document the return on investment and encourage repeat usage of mobile advertising and larger, more impactful budgets.
But the survey also highlights the fact that there is much to be excited about from the future of mobile advertising, with improved targeting, including location, faster broadband speed data access, coupons to enable tracking to purchase, and of course fantastic new devices like the iPhone with greater video usage, interactivity and branding capabilities. 2008 is a really exciting time for brands and publishers to be involved in mobile advertising and gain competitive advantage over their competition.