Companies are delving deeper into mobile advertising but are still struggling to utilize data culled from social media, according to a study released by IBM today.
In a survey of more than 350 marketing executives, 34 percent of the respondents indicated that they would launch display ads on mobile sites in less than twelve months, the highest rate of adoption in the study’s five-year history. Nearly half (46 percent) said they are currently advertising on mobile Web sites followed by mobile applications (45 percent), up from 40 percent and 44 percent respectively since last year.
“Mobile has jumped in terms of its priority with marketers,” commented Jay Henderson, strategy program director of IBM’s Enterprise Marketing Management Group. “With more people checking email and searching the Web on their mobile devices, we’re seeing a strong adoption of mobile ads.”
Mobile advertising spend still has a long way to go before it catches up with traditional media, though. Mobile advertising receives only 1 percent of total U.S. ad spend whereas print pulls in 25 percent, according to data that Mary Meeker, a Kleiner Perkins Caulfield & Byers venture capitalist, presented at an All Things D conference in March.
“Mobile is great, there’s a transition that’s going on…but it will take some time for mobile to get monetized,” said Meeker during an on-stage interview.
In terms of social media, while it has become a common component of a marketer’s arsenal, more than half of the respondents said they are not using social media data to inform their decisions about marketing offers and messages.
When asked how they are using online visitor data, 65 percent said they are reporting and analyzing their data, but only one third are using this data to target one-to-one offers or messages in digital channels and less than 20 percent are using this online data to make one-to-one offers in traditional channels.