LBS and Mobile Marketing and Business Development

Wilson Kerr

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Agencies ready to spend more on mobile


Nokia N95 GPS phone

Agencies ready to spend more on mobile
Nov 9, 2009: A joint study by Millennial Media and DM2Events.com indicates that ad agencies plan to spend a lot more on mobile advertising, including location-based ads, next year.

The September DM2Events.com survey covered 100 agencies. The key findings include:

  • Nearly one-third of ad agencies (31%) expect to spend between $100,000 and $250,000 on mobile advertising in 2010, compared with 22% a year ago
  • Almost 13% plan to spend $250,000 to $500,000, up from 4% in 2009
  • More than 15% will earmark more than $1 million for mobile campaigns, compared with 11% a year earlier
  • Only a quarter of the respondents (23%) are budgeting less than $100,000 for mobile and 10% don’t know how much they’ll spend on mobile

The study also found 60% of current non-mobile marketers plan to buy mobile advertising in 2010. Two-thirds of the agencies (67%) rated mobile advertising as “somewhat valuable” and 30% said it had become an “indispensable” part of the media mix. Among agencies that have run mobile campaigns, 78% said they met campaign goals and 80% said they had developed internal resources to support mobile efforts. The most common reason for campaigns falling short was lack of reach, cited by 26% of those surveyed, followed by running the “wrong” creative (18%). It was found that the single factor which would do the most to boost mobile ad spend would be the standardisation of devices and ad units.

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Wilson has 11+ years experience in the Mobile and Location Based Services (LBS) space. Recently, he became Director Of Business Development and Sales for Unbound Commerce, a Boston-based mobile commerce solution provider. He has deep expertise in the areas of mobile commerce, social media, branded location integration, branded content licensing, and is knowledgeable in a broad range of navigation technologies. Wilson has worked with top tier brands, content providers, device manufacturers, and application developers, including Nokia, Unbound Commerce, Tele Atlas/TomTom, The Travel Channel, Langenscheidt Publishing, Intellistry, Parking In Motion, GPS-POI-US, and others. Wilson is a blogger on all things location-based, edits the LBS topic page on Ulitzer, teaches a Social Media 101 class, and has served as a panelist and speaker at Mobile LBS conferences and networking events. Wilson has held positions in Business Development, Sales/Marketing, and Digital Licensing at The North Face, Outdoor Intelligence, Fishing Hot Spots Maps, Tele Atlas North America/TomTom and, most-recently, Unbound Commerce. Wilson left Tele Atlas to start Location Based Strategy, LLC in 2007. Company Website: http://www.LBStrategy.com. Twitter: @WLLK