Few marketers buying mobile ads programmatically despite its perceived importance, according to research

While more than three-quarters of marketers consider programmatic buying in mobile advertising to be an important development, relatively low numbers are actually purchasing ads programmatically, according to research from IAB.

Anna Bager, SVP and general manager of mobile and video at IAB

Based on feedback from 200 brand marketing executives, the data shows that two in five marketers agreed that mobile programmatic would help them reach their target audience; however, only 27 per cent are purchasing this way.

Brand marketers are also showing an increased interested in the connected devices space, with 73 per cent interested in advertising opportunities with connected TVs. 69 per cent expressed interested in connected cars and 66 per cent in wearables.

Experienced mobile marketers showed an even greater interest in these platforms.

In terms of mobile ad budgets, marketers reported that about one-third of ad dollars have come from substitution even though a large share of mobile advertising comes from new funding.

Print budgets took the largest hit, with 58 per cent of respondents claiming they had shifted money from this area to mobile advertising. Other budgets also affected include PC/desktop digital (31 per cent), TV (31 per cent), outdoor (20 per cent) and radio (per cent).

The majority of marketers said that they were happy with the performance of mobile ads, with 87 per cent saying that they were either satisfied or fairly satisfied. 65 per cent of marketers said that they spent more on mobile in 2014 than on 2012.

Top concerns in the mobile ad space include: privacy issues; device operating system fragmentation; lack of standardized metrics to measure mobile advertising; lack of agency expertise; and too many different ways to source or buy mobile inventory.

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