Marketers are adjusting their expectations for mobile ad growth in the UK for 2020, according to a report by WARC and the Mobile Marketing Association (MMA) shared with Mobile Marketer.
The survey of 90 professionals revealed that fewer marketers (31%) expect to increase their mobile ad budgets this year compared to before the coronavirus pandemic (56%).
The changes are a testament to the economic impact of the crisis and highlight a slow recovery of the advertising market.
In the previous three years, advertisers had begun to allocate from a quarter to 43% of their budgets to mobile ad campaigns in the UK.
At the same time, fewer advertisers (79%) have faith in mobile as an effective marketing channel than in 2019 (86%).
Overall, the findings demonstrate waning optimism for mobile advertising growth in the UK as the economic fallout is starting to shape up.
However, there are signs of recovery and as more users to continue to adopt their smartphones for all sorts of activities from staying in touch with friends to shopping and playing games, advertising budgets are likely to increase again.
There’s also research to suggest that influencer campaigns have taken a smaller hit, many of which are mobile-first campaigns.