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    Brands show renewed commitment to mobile marketing in 2018

    Brands are increasingly committed to leveraging mobile to reach consumers and growing their mobile ad budgets.

    According to research by Forrester, 74% of marketers expect to see their mobile budget increase this year, with a third expecting that increase to be 15% or more. This further supports a prediction released by Forrester earlier this year, forecasting that mobile display and social ad spend would grow from $25.5B in 2017 to $50.5 billion by 2021.

    The latest study, carried out in conjunction with the Mobile Marketing Association (MMA), finds that 36% of marketers use mobile advertising primarily for branding, 28% for direct response and 36% apply mobile to both. Video attracts 30% of mobile spend.

    However, there is something of a lack of transparency with 57% identifing transparency over middleman fees, data and media placements as challenges in planning and buying mobile display Media agencies fail to address marketers’ concerns over the buying process.

    47% say they are willing to sacrifice mobile advertising reach for better precision, while 32% agree with the opposite.

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