The impact of the pandemic has led to new opportunities within mCommerce and social media for mobile advertisers and that’s having a positive effect on mobile marketing budgets.
According to new data from WARC, mobile marketing budgets are going to be worth around $230 billion in 2021.
In 2020, around 39% of marketing professionals expected to boost their budgets within mobile advertising. Compare that to survey results from this year which show that now 66% are doing the same.
It’s a major boost for the mobile advertising industry.
“As we emerge from the pandemic, with many workforces still working remotely and social and m-commerce technologies rapidly developing, mobile will play an important part in marketing strategies, as indicated by the acceleration of mobile ad budgets and the opportunities provided to advertisers as outlined in this report,” said Amy Rodgers, Managing Editor Research and Rankings, WARC.
Social emerged as the dominant mobile marketing channel with 87% of respondents saying that a third of their mobile budgets would go to Facebook, YouTube and the likes for display ads.
mCommerce is being taken up rapidly by consumers according to almost half of respondents and that is having an effect on how marketers are distributing their budgets.
But the end of the third-party cookie era means that targeting will be slightly different in the future and privacy is a major concern not just for consumers but also for marketers.
Marketers are also investing more in artificial intelligence