According to a new report mobile Australian marketers are embracing and increasing mobile ad spends.

Mobile movement

The second annual IAB / TNS Mobile Landscape Study found that both tracking metrics and understanding of mobile advertising had increased with Australian advertisers over the past year.

More experienced marketers are also using more sophisticated measurement tools and are open to increasing their budgets to incorporate mobile elements.

On the go is on the grow

The research also found that more than half of all campaigns now have a mobile component, with this figures expected to increase by 43 per cent by 2016.

Video is also another big driver of mobile advertising, and its role in mobile ad content is tipped to grow by 85 per cent by 2016. 

Location and measurement

In addition most respondents cited location targeting, video and cross screen targeting as the key areas of growth in mobile advertising this year.

Overwhelmingly, the  greatest barrier to agencies dedicating more budget to mobile advertising was lack of metrics.

Walk and talk

The research was drawn from surveys with over 100 marketing and media professionals working in the digital industry, with an even balance between buyers and sellers.

Recent findings from the PwC Online Advertising Expenditure Report show that mobile advertising accounted for 14 per cent of digital spend in Q4 2013.

Alice Manners, CEO of IAB Australia, predicts this expenditure will increase to 20 per cent in 2014, and account for a quarter of the digital display market.

If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.

Also, click here download a FREE Social Media Policy Research Paper – worth $495. This FREE in-depth 17 page paper features insights from both communications and legal experts at the likes of: National Australia Bank (NAB), Edelman, Corrs Chambers Westgarth, Social@Ogilvy, SMK – Social Media Knowledge, The Victorian Electoral Commission. Or visit www.smk.net.au/downloads for details.