Surge expected in location-based mobile ad spend

Investment in location-based mobile marketing is set to rise, according to a study by Trinity Mirror’s Pinpoint. Of the 150 professionals questioned, 85% expected to increase spending plans in this area for the next three years. Almost a third said they did not believe mobile ad marketing was achieving its full potential while 92% said ads lacked creativity and 68% were concerned about the threat of ad-blocking.

Location-based mobile marketing will see a surge in investment over the next three years, according to a study from Pinpoint, Trinity Mirror’s location-based ad network.

The survey asked 150 industry professionals about their views on mobile advertising in general including location-based targeting.

When looking at location-based mobile marketing specifically, 85 per cent of industry professionals expect their spend to go up in the next three years and within that figure 14 per cent expect their spend across location-based mobile to more than double before 2019. Currently, 83 per cent of media agency professionals and 59 per cent of marketers use mobile location marketing.

Nearly one in three (29 per cent) of media and marketing professionals agreed that mobile location marketing is currently not used to its full potential, with 24 per cent stating that it enables highly targeted campaigns.

In addition, the survey revealed that 68 per cent see ad blocking as a significant threat to the mobile advertising industry and 92 per cent admitted that mobile ads could be much more creative and engaging.

Tim Jones, sales director at Trinity Mirror’s pinpoint said: “The results of our survey clearly show that mobile advertising is a priority for brands and media agencies alike. It’s interesting to see that brands are prioritising mobile advertising over desktop and that spend on location-based mobile marketing is set to increase.”