U.K. brands are putting almost 10% of all their digital marketing spending into mobile marketing, according to a report from the Internet Advertising Bureau UK. That's almost nine times greater than 2009 levels, when mobile accounted for just over 1% of online ad spending.
Sprint and Telefonica have joined to create a mobile ad network for some 370 million customers in the U.S., U.K., Germany and Brazil. The network will use opt-in Big Data to assign profiles to users for ad-targeting purposes and geofencing opportunities.
Marketers are expected to spend $28 billion on mobile this year, a figure that will almost double by 2015, according to a report by Juniper Research. In the next few years, retailers will be more likely to use mobile in innovative ways to bridge the digital-physical gap, including a bigger emphasis on coupons, this article notes.
IKEA is inviting consumers to put together and brighten up a virtual home via a new mobile interactive campaign. The ad on Spin's mobile site takes users to a mobile landing page where they can re-imagine rooms and add items from IKEA. The site also offers users aesthetic and practical design tips.
Women and older consumers account for more than their share of purchases generated by mobile advertising but remain in the background for many marketers pursuing a younger and male audience, according to global research from Singapore-based BuzzCity. Meanwhile, among consumers, ignorance of the services available and worries over security are cited as the main factors inhibiting further development in mobile commerce.