MMA Study: Mobile Should Be 7% of Total Spend
Trade org says space will account for 10% of budgets by 2016
When members of the Mobile Marketing Association convened in the Dominican Republic in mid-July for the organization’s CEO & CMO Summit, execs from brands like Toyota, Samsung and Colgate secretly met to learn about a research initiative aiming to show how mobile spend should fit into integrated campaigns. The data from the project is now available and suggests that mobile ads should account for 7 percent of budgets even though the space is currently seeing spends around 1 percent.
ROI firm Marketing Evolution conducted the study, which projects mobile’s share of the media mix will be “at least 10 percent" by 2016 as consumers continue to ramp up smartphone usage.
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