Top Reasons Large Advertisers Buy Mobile, October 2014 [CHART]
Mobile advertising spending is soaring in the US, now representing close to one-quarter of all online ad spending. With mobile ad revenues predicted to continue growing at impressive rates, the buzz isn’t likely to end anytime soon. So what goals underpin this trend? A new study from Advertiser Perceptions offers some insights.
Customer engagement is one of the key reasons, per results from the survey of 300 agency and marketer decision-makers who represent larger advertisers and are involved in recommending, specifying or approving spending for mobile advertising. Some 83% said that driving engagement with their customers is an important reason (top-2 box on a 5-point scale) for using mobile advertising. Other motivations for using mobile ads include connecting with customers on all platforms (78%), and building awareness for new brands, services, or promotions/events (77%). Slightly further back: driving traffic to a retail location or website (71%) and generating sales at a physical location or website (69%). Read the rest at MarketingCharts.