CEO of the Interactive Advertising Board, Alice Manners, has said that mobile phone advertising is now delivering on the promises it’s been making over the past decade.
Manners was presenting the results of the IAB’s third annual Mobile Landscape Study in Sydney this morning and told the audience that “we’re beyond that gut feeling that ‘yes, mobile is big’”.
When compared with last year’s results Manners agreed that publishers were getting plenty of audience numbers via their mobile platform but that hadn’t necessarily translated into ad revenues.
“But we’re now seeing ad revenues start to catch up,” Manners said before adding that, “we’ve always had the mobile in our hands but what’s nice now is we are seeing, from a programmatic and a marketing perspective, it’s in our heads too.”
The release of today’s results – which are based on a survey of 350 industry insiders – showed that ad spend on mobile in Australia had now surpassed spend on outdoor, magazine advertising and metro radio ad spend.
“It’s those stories that, when you look at the total pie, makes you realise how substantial mobile has been and will continue to be,” Manners said. “We have many publishers in the Australian market place that have over 75 per cent of their traffic coming from mobile and it will continue.”
Manners agreed that programmatics was now having a huge impact on mobile advertising revenues and cited stats out of the US that showed 28 per cent of all mobile ad impressions was now done programmatically.
While, in the UK, Manners revealed that mobile ad growth was predicted to grow 96 per cent in the coming year, it represented 80 per cent of stationary media revenue, while mobile video was predicted to grow 142 per cent in the coming 12 months.