Mobile unlocks ad budgets
Close to half of media agencies across Europe say that mobile is unlocking new budgets, with two-thirds believing that location-based advertising is the most exciting mobile opportunity. In addition, around half of media agency staff want to know more about complying with mobile privacy and brand safety on mobile, according to research conducted by IABs Europe, France, Germany, Italy, Spain and UK.
The study also shows that while mobile and digital specialists are felt to be the main advocates of mobile advertising within agencies (74% and 76%, respectively), strategists are also driving the move to mobile (61%), suggesting that mobile is becoming more mainstream.
Nearly 80% of media agencies feel that not being able to track cross-screen campaigns is a huge barrier to mobile growth, while nearly three-quarters state that clients’ lack of understanding of mobile advertising is holding back spend on mobile.