“We’ve Moved Past That Gut Feeling That Mobile Is Big” – IAB

“We’ve Moved Past That Gut Feeling That Mobile Is Big” – IAB

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.




Please login with linkedin to comment

Advertising Standards Bureau creative directors Foxtel

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]