Brand Marketers Report 142% Increase in Mobile Advertising Budgets

A new study of 300 top-level brand marketing executives found that mobile advertising budgets are clearly on the rise, with nearly three-quarters (74%) of brand marketers expecting their companies’ mobile ad spend to increase in the next two years.  In addition, almost one in five respondents (19%) predict that their mobile budgets will increase by more than 50% in the next two years.

IAB Mobile Advertising Study 2013

The IAB’s “Marketer Perceptions of Mobile Advertising” study reveals that brand marketers’ mobile budgets grew 142% over the last two years (between 2011 and 2013), and the number of marketers with annual mobile budgets of $300,000 or greater more than quadrupled in that same timeframe, from 7% to 32%.

What were the top developments in mobile advertising? The respondents – all of whom are currently using mobile – named responsive design, HTML5 and mobile native advertising.

The study also showed progress in dealing with challenges around mobile advertising:

  • only 22% named privacy issues as a challenge, vs. 40% of marketers in 2011
  • 23% of respondents said that device/operating system fragmentation was of high concern, vs. 39% in 2011
  • just 13% listed standard mobile metrics as a challenge, vs. 31% in 2011

The 2013 study also compared B2C and B2B marketers’ perceptions about mobile:

  • 41% of B2B marketers rate mobile as still “experimental” compared to only 27% of B2C
  • 45% of B2B marketers say feature phones are “not a priority” compared to 19% of B2C marketers
  • B2C marketers are generally more satisfied with their mobile efforts than their B2B counterparts (70% vs. 50%)

The 2013 “Marketer Perspectives on Mobile Advertising” survey was released on September 24. To review the entire 2013 study, visit The 2011 survey is also available (for comparison) at