After several false starts, mobile advertising has now truly taken off and is forecast to account for 37% of all growth in global ad expenditure this year, and 31% in 2014, according to a recent report by ZenithOptimedia. However, it is growing extremely rapidly: 77% growth in 2013, followed by 56% in 2014 and 48% in 2015, ZenithOptimedia forecasts. However, mobile advertising is skewed in favour of search, despite the fact that use of mobile apps occupies the vast majority of smartphone use. Ads that are large enough to be seen on mobile screens are often considered invasive by users. According to the 2013 “Marketer Perceptions of Mobile Advertising” study of 300 top-level brand marketing executives, all of whom are currently using mobile in their media mix, nearly three-quarters (74%) expect that their companies’ mobile advertising spend will increase in the next two years – a similar number to those who anticipated an increase in the two years following the 2011 survey (72%). Respondents to the survey were also asked to rank the top developments in mobile advertising. As with the 2011 study, the 2013 survey asked marketers about the key challenges facing mobile advertising. In todaya€™s MarketingSherpa blog post, wea€™ll give you an abbreviated look at some data and resources compiled by the MECLABS Business Intelligence team to help you understand this new and still-evolving customer behavior. What struck me about visiting New York City a few months ago is the sea-change in behavior of office workers.
Website traffic coming from mobile devices increased 84% from Q4 2011 to Q4 2012, according to a report from Walker Sands.
Nielsen also shows mobile growth but breaks it down slightly differently and looks at a slightly different timeframe a€“ July 2011 to July 2012.

How you can use this data: First off, this data is a great proof point to secure the budget necessary to reach mobile customers. Second, you can use these mobile growing habits to help grow other, more traditional channels as well.
According to research from Forrester, 24- to 32-year-olds, known as Millenials, Generation Y or simply Gen Y, are most likely to own smartphones and use apps. How you can use this data: One of the biggest fallacies is simply everyone uses smartphones. This is used as a proof point of universal smartphone adoption, but really only shows that lots of marketers use smartphones.
As you see in the chart above, while 93% of Americans owned mobile phones, only 50% owned smartphones.
The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees. By 2015, mobile ad spend is expected to total $33.1 billion and to account for 6% of total ad expenditure. Moreover, building upon this broad intent to boost mobile spend, almost one in five respondents (19%) to the 2013 survey predict that their mobile budgets will increase by more than 50 percent in the next two years. The results clearly demonstrate that while hurdles remain, greater marketer experience and ongoing industry efforts have allowed the earlier urgency to abate. You used to walk through Midtown Manhattan and see people on the street in front of office buildings taking a smoking break.

Go to a marketing event and a speaker, usually from a mobile vendor, will ask attendees to raise their hands if they have a smartphone. If your audience skews younger, accounting for a mobile behavior is likely quite important in your marketing plans. More than two in three (67%) cited the IAB Mobile Rising Stars ad units as a key driver in the space.
For example, a highly important challenge in 2011 was privacy issues, named by 40 percent of marketers. Surveying marketers in 2013, a year in which the Digital Advertising Alliance released mobile privacy guidelines, that number nearly halved to 22 percent. If you were just optimizing for technology, you could simply, or not so simply, make sure something reads well on mobile. I just read that Facebook’s biggest regret was not getting in on mobile marketing sooner!
In addition, progress has evidently been made in the area of standard mobile metrics, as 31 percent of marketers cited it as a highly important challenge in 2011, with only 13 percent noting it in 2013.

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