ABM: B2B Mobile Advertising on the Rise

ABM B2B Mobile Advertising on the RiseABM says the toughest nut to crack may finally be cracked.

According to the research behemoths behind a new report on B2B mobile advertising, some of the country’s most significant media companies are finally getting into the grove with mobile advertising.

“Business-to-business publishers have been awaiting their piece of the mobile advertising pie as much as any industry, and the wait has often been frustrating,” a report summary reads.
But the tide, ABM says, may very well be turning.

The report found that digital advertising surged 24.8% in the first half of 2013, driven in part by the fact marketers are pushing ad dollars into mobile platforms; mobile ad revenues, the report found, rose a startling 145% over the first half of 2013. The report also found that the growth rate of is accelerating — considering the second quarter of 2013 only, mobile advertising rose 149% compared with the second quarter of 2012.

“What you’re seeing is that the ability to serve mobile advertising is catching up with the demand,” Matt Kinsman, the VP of content and programming at ABM, tells EContent.

ABM says the first step toward implementing a mobile advertising strategy is “recognizing that mobile advertising is itself not a standalone strategy.”

“By utilizing the mobile web,” says Kinsman, “publishers have the capability of delivering content — including advertising — across all of their platforms simultaneously.”