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Survey of 200 US marketing executives, revealing insights into mobile advertising from a buyer perspective.


  • This report shows how mobile advertising strategies and budgets have changed over the last few years, and provides insights into the mobile advertising inventory, devices, and metrics favored by 200 US brands.

Features and Benefits

  • Understand the extent to which mobile adverting is diverting spend from more traditional media channels such as TV and also online.
  • Understand how marketing executives view the opportunity presented by connected cars, wearable technology, and multi-screen advertising.
  • Understand why marketing executives still have mixed views when it comes to programmatic buying.

Key questions answered

  • How experienced and confident are brands when it comes to mobile advertising? How have strategies developed over the last few years?
  • What types of mobile advertising inventory, metrics, and new-generation devices do marketing executives value most?
  • What are the perceived challenges and benefits of mobile advertising from a brand perspective?

Table of contents


  • In brief
  • Ovum view
  • Key messages

Mobile advertising strategy

  • Mobile advertising experience

Mobile advertising budgets

  • Current mobile advertising spend
  • Budget changes over the past two years
  • Budget projections for the next two years
  • Budget origins

Mobile advertising inventory and key developments

  • Mobile advertising inventory
  • Developments in mobile advertising

Mobile advertising and devices

  • New-generation connected devices
  • Assessment of data insight opportunities from wearables

Benefits and challenges of mobile advertising

  • Perceived benefits
  • Perceived challenges

Measurement metrics and satisfaction

  • Metrics for mobile advertising
  • Satisfaction with mobile advertising

Mobile media buying

  • Preferred mobile media buying channels
  • Attitudes to programmatic buying
  • Agency use

Mobile advertising in a word

  • The state of play


  • Background to the survey
  • Author

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