A new eMarketer report finds that advertisers in the U.S. are set to spend $1.8 billion on mobile advertising in 2012, more than triple the amount spent last year. But how much do these efforts pay off? According to a CMO Council study, 4 percent of marketers around the globe said their mobile ad investments have been very effective, while 27 percent said their success has been good and 24 percent said their success has been moderate. A separate study from StrongMail found that 59 percent of mobile marketing campaigns are meant to increase sales, while 52 percent are meant to improve customer service/convenience, 49 percent are meant to increase brand awareness and 45 percent are meant to acquire new customers. Meanwhile, another study from InsightExpress revealed the positive effects of mobile ads on online ad awareness, purchase intent, brand favorability and unaided awareness, among other things. “Despite all the positives, however, advertisers still want better audience-targeting and user-tracking capabilities on mobile,” according to eMarketer. “This will be a key ingredient for realizing the full potential of mobile advertising.” (eMarketer)
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