Mobile marketing on the rise
29th April 2010 by Tanisha Sakhawat
New research has revealed that mobile marketing expenditure had risen by almost a third in 2009. According to data from the Internet Advertising Bureau and PricewaterhouseCoopers (PwC), mobile marketing spending rose by 32 per cent, reaching £37.6 million.
Media and entertainment sectors were the biggest investors in this area and paid-for mobile search ads accounted for the majority of this expenditure, which could be Pay Per Click or Pay Per Call, accounting for £20.2 million, with display ads attracting £17.4 million.
It was also revealed that over half of the time people spend browsing the mobile internet can be accounted for by social networking websites such as Facebook and Twitter.
Eva Berg-Winters, from PwC, said that last year, marketers adopted one of two different approaches when it came to their mobile marketing strategies, she said: “They either cut spend or continued to invest and develop their use of mobile – with a view to come out on top following the downturn.”
IAB head of mobile Jon Mew stated that 23 per cent of all time spent on the web can be attributed to people accessing the internet through a mobile device. He said: “Consumers are driving it, really. Consumer usage of mobile media has increased rapidly over the last few years.”
Another report from the two organisations recently revealed that overall online marketing spending reached £3.54 billion last year. Again, paid-for search engine marketing represented much of this expenditure, with other popular platforms including mobile and online video
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