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98% of agencies are spending on mobile advertising, 94% on tablet

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By Ishbel Macleod, PR and social media consultant

November 10, 2011 | 2 min read

Research by the Internet Advertising Bureau (IAB) has found that 98% of agencies are spending on mobile adverting, and 94% on tablet advertising, with 28% of respondents saying that that mobile is now a regular part of client proposals.

The survey, conducted in October 2011 with research agency Work, was completed by over 400 agency employees across 23 different agencies.

There was a 33% increase from last year in agencies using mobile advertising; with 50% of agency employees have a good understanding of this type of advertising. However, 74% of agencies feel that client understanding of mobile is the biggest barrier to mobile taking a bigger share of digital spend.

Alex Kozloff, senior mobile manager at IAB, said: “It is fantastic to see that the percentage of agency employees with a good understanding of mobile advertising has doubled from 24% in 2008, to 50% in 2010. However, with this advancement of the industry comes new pressure to look at areas such as tracking and measurement, something the IAB is working closely with the industry to improve. But overall fantastic news to see that mobile is becoming an established part of the agency ecosystem.”

90% of those surveyed felt that mobile will be the fastest growing media for the next 5 years, and in particular that mobile search will be influential, with57% predicting that search spend in mobile will overtake online search spend by 2015.

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