MMA Study: Mobile Should Be 7% of Total Spend

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.