Telecoms Put 77% of Their Mobile Spend in Video and Rich Media

Study tracks the decline in banner ad spending

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When it comes to U.S. mobile ad budgets for telecommunications companies, 77 percent of the spending is in video and rich media, according to Vdopia's latest cross-client study. 

The Silicon Valley-based mobile ad network has a reach of approximately 330 million consumers and counts AT&T, Verizon, T-Mobile, Comcast, Cox and Sprint as advertisers. 

The report's data, pulled for its ongoing Vdopia Mobile Insights (VMI) Series, reflects a changing advertising landscape in which mobile increasingly represents a bigger part of the marketing puzzle. Google, Facebook and Twitter are reaping the benefits and ad networks linking numerous publishers may not be far behind. But they all need packaged goods brands and automotive companies to spend more on non-banner ads in the space. So, Vdopia's research—only 23 percent of telco spending going toward banner ads—appears to be a positive sign for the niche. 

The VMI report on telecoms also found that mobile ads were pitching data plans 35 percent of the time, followed by discounts/offers, at 29 percent, and product promotion, at 27 percent. 

Interestingly, brand awareness was the chief goal in only 9 percent of campaigns running via Vdopia.

@Chris_Heine Christopher Heine is a New York-based editor and writer.