It is based on a survey of nearly 900 Econsultancy subscribers from both companies and agencies, carried out in April and May 2013.
Does your organisation have a strategy for integrating mobile into its broader marketing campaigns?
Types of mobile advertising
The report also asked marketers which kind of mobile advertising they currently implement. The results show that there have been significant increases across every type of mobile advertising for the past year, with more than half of businesses (56%) now engaging in mobile search marketing up from around a third (35%) in 2012.
But for both companies and agencies, the largest increase has been in mobile display advertising (rising 23% to 48% for companies, and 41% to 55% for agency clients).
What types of mobile advertising is your company currently engaged in? (Company respondents)
In general it appears that agencies tend to over-estimate their clients’ use of mobile advertising, with the exception of mobile advertising for which the responses were almost identical.
What types of mobile advertising do your clients engage in? (Agencies)