Among ad agences, 31% expect to spend between $100,000 and $250,000 on mobile advertising in 2010, (compared to 22% a year ago.)
Close to 13% are planning to spend $250,000 to $500,000, up from 4% in 2009. Over 15% will earmark more than $1 million for mobile campaigns, compared to 11% a year earlier. But 23% are budgeting less than $100,000 for mobile, while 10% have no idea how much they’ll spend on mobile.
The study also found 60% of non-mobile marketers plan to buy mobile advertising in 2010.
The figures are based on a September survey of 100 agencies.
The survey found that 30% of the agencies now find mobile advertising an indispensable part of the media mix. Among agencies that have run mobile campaigns, 78% said they met campaign goals. Of those that didn’t meet campaign goals, lack of reach, followed by the creative, were given as the main reasons.