Mobile marketing set to hit mainstream by 2010

Mobile advertising is set to become a mainstream marketing platform within the next two years, according to the Internet Advertising Bureau (IAB).

Research from the organisation shows that despite a current “disconnect” between usage and understanding of the medium, mobile will become a key player within the marketing industry in the near future.

A survey of 115 agencies, media planners and advertisers found that 62 per cent of respondents believe mobile adspend will grow and become a standard feature of marketers’ budgets by 2010.

Respondents noted that mobile marketing’s burgeoning success is down to the platform’s “robust and reliable” audience metrics such as measurement and campaign evaluation.

The survey also found however, that more education about mobile marketing is still required in the industry - 76 per cent of respondents said they need further information about that efficiency of the medium.

Jim Cook, editor of MobiAdNews and chair of the IAB’s Mobile Council, said: “Expectations for mobile advertising are high but actual understanding is low.

“The industry needs to address measurement, effectiveness and benchmarks if mobile advertising is going to reach a tipping point by 2010.”