A “two speed digital economy” is emerging in Australia, according to new research by TNS and IAB Australia.
The second Annual IAB/TNS Mobile Landscape Study found that 75% of agencies and advertisers said publishers without a strong mobile presence risk becoming less relevant to advertisers.
Experienced mobile marketers using more sophisticated metrics said they were open to increasing their mobile budgets, but measurement was identified as a major barrier.
The lack of measurement and tracking metrics has increased from 17% to 25% to become the largest issue facing mobile advertising.
Alice Manners, CEO of IAB Australia, expects expenditure for mobile ads to increase to 20% in 2014, and account for 25% of the digital display market.
The recent PwC Online Advertising Expenditure Report found mobile advertising represented 14% of digital spend in the final quarter of 2013.
Gai Le Roy, director of research at IAB Australia, said: “It is noteworthy that we’ve closed the gap in terms of advertisers’ understanding the importance of mobile, and the challenge before us now is to address measurement, which is something the IAB is deeply invested in.”
Other kind findings include the expectation that almost 100% of campaigns will have mobile components by 2016.
Marketers also said they were more comfortable with mobile web then apps.
The study surveyed more than 100 media and marketing professionals in the digital industry, with a 50:50 balance between buyers and sellers.