Good news to many in the mobile industry! Agencies are (finally) starting to branch out and spend more in mobile. We know many creative agencies have been already...but we also know some of those agencies who just realized last week that there were publications other than "Spots & Dots".
A recent study by media buying software company Strata shows that an increased interest in mobile from agencies is tied to the increased sale and use of smartphones. According to the survey, one-third of advertiser say that mobile is the focus of their interactive spend...I believe that is a little high because they were also the ones with mobile on their mind enough to take the survey. Nonetheless, interactive spend was up 107% compared to Q1 2010 and this means good things for all digital, including mobile.
When asked which devices were of interest, iPhone was largely the leader, followed by Blackberry and The Droid, respectively. On a national level, digital continues to gain ground towards TV and at current only six percentage points separate the two with TV still claiming the title of most viable for advertisers. However, with 72.5% of agencies saying they are more focused on digital than they were a year ago, this gap should continue to close and make digital an incredible dominator.
Over the past year at Ballyhoo, we have also seen a tremendous increase in both mobile spending and interest. Keep an eye out for bigger brands to start performing more regionalized and localized mobile campaigns with the help of now-open agencies, especially campaigns including very buzz-worthy 2D Barcodes and Location Based Services.
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