82% is a mega number!

According to a new study by MediaPost’s Center for Media Research and Insight Express, 82% of brands, agencies, and other companies plan to increase their mobile ad budget over the next 12 months. Four in 10 plan to increase spending by up to 30% and three in 10 plan to increase their spending by 31% or more.

Another interesting note is that 50% of current mobile ad spend comes out of online budgets, while 27% comes from specific mobile budgets. This is also projected to change, thanks much to the excitement over the iPhones, the huge cross-demographic use of SMS, and the explosion of the app store(s). It is projected that soon 43% of mobile ad spend will come specifically from budgets earmarked for mobile only.

Of agencies who have not run a mobile campaign, 71% expect to do so soon. And when they do, the majority are reaching out for outside mobile expertise which is exactly why we see the boutique mobile firms flourishing.

For agencies using outside mobile firms, it is important to use a group familiar with both traditional and new marketing. Additionally, it is important not to hire a group that only focuses on the technology; find a group with excellent tech integration but also a focus on creative delivery, flawless execution, and revenue generation for your client.