In line with global trends, Gulf mobile advertising is set to soar in the new year. Mobile advertising – messages sent to your mobile phone or other mobile communication device – is one of the fastest growing sectors in the industry.
The companies who are already using mobile marketing are mostly from the Consumer Packaged Goods (CPG), Retail, Entertainment, Travel and Restaurant sectors.
They are using mobile to build engagement with their customers, and “opt-in” through list building.
Internationally, the trend to mobile advertising is strong. According to a Millennial Media and DM2PRO.com study, mobile spending is expected to increase 31% next year. Perhaps even more importantly, nearly two thirds of companies who have not yet tried mobile marketing, are considering campaigns.
One of the reasons for the growing interest in mobile advertising is the success of campaigns. Performance has, for the vast majority of advertisers, more than met expectations. The study found that 78% of advertiser said the medium met their campaign goals, and an additional 9% said mobile performed ‘beyond our wildest expectations.’
Nearly one third (30%) of advertisers in the survey said mobile had become an “indispensable” part of the media mix. Another two thirds (67%) ranked mobile as “somewhat valuable” and only 2% said it was not valuable in their overall media mix.
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