Research finds lift across a variety of brand metrics for mobile ad campaigns. The greatest US mobile spend is going to mobile web and apps, with investments in mobile returning substantial overall sales.
Mobile web and apps get most investment
Spending on mobile marketing keeps rising, as brands learn the power of reaching consumers on these devices, and consumers become increasingly mobile-first.
The Mobile Marketing Association (MMA), in partnership with IHS Global Insight, studied US mobile marketing expenditures and their impact on sales for the “Mobile Marketing Impact Study,” released in May. The study found that this year spending on mobile marketing—including mobile advertising, mobile customer-relationship management and mobile direct-response marketing on nonmobile media—will reach $10.46 billion. By 2015, spending on the channel will approach $20 billion.