Mobile programmatic on the rise, but marketers still lack knowledge


According to the Internet Advertising Bureau UK (IAB), 50% of mobile marketers are now making use of programmatic to purchase smartphone inventory. However, 44% still lack an understanding of what it is. Research among 301 participants finds that mobile programmatic may be one of the least understood topics in mobile.

Programmatic is still not widely understood



In contrast, 29% of those surveyed believe to have an “excellent” understanding of mobile advertising. 22% felt their knowledge was “poor”.

Overall, 79% believe mobile ads to be an important part of their business’s ad strategy and expect mobile spending to increase over the coming two years.

Among barriers to entry were tracking difficulties (32%), lack of budget (29%) and creative constraint (29%).

Taking a closer look at what the future holds, 66% regard location-based advertising to be one of the most exciting mobile opportunities. 52% believe wearable technology to take off.

Michael Reynolds, Mobile Manager, IAB UK, says:

michael reynolds

“It’s great to see just how far mobile has come in a relatively short amount of time and it’s even more exciting to see mobile on the agenda for so many advertisers in the UK. Interestingly, the results show that programmatic has established itself as an effective way of buying mobile media, however there is a clear disconnect between this buying technique and knowledge levels. Therefore strengthening this knowledge base across the industry remains a top priority of ours for 2016.”

Meanwhile, a study by AOL Advertising last year confirms that programmatic video is one of the strongest areas of growth in mobile.