The UK will experience the market’s first £1 million mobile advertising campaign in 2011, according to a new report from mobileSQUARED.
The report forecasts that as efficiencies increase in the planning and buying times of the major media agencies, reducing the average time spent planning a campaign from 2-4 hours down towards the agency requirement of ‘less than a few hours’.
This in turn will encourage agencies to promote the concept of mobile to their clients.
The average spend per mobile campaign by agencies will grow 14% from 2010 to 2011 to a little under £39,000, the report found.
While this figure does not sound high (twice the size of the UK market’s average mobile ad campaign spend in 2010 it has to be noted), with more agencies operating within Phase 2 and migrating into Phase 3 of what mobileSQUARED calls the Mobile Campaign Client Strategy (MCCS), the number of repeat campaigns will increase in 2011, fuelling the 101% UK mobile advertising revenue growth projected by mobileSQUARED for 2011.
However, a number of agencies are now experiencing average spend in excess of £100,000, and mobileSQUARED believes existing growth in the major mobile advertising campaigns in the UK will lead to the first £1 million campaign by the end of 2011.
Source and full report: www.mobilesquared.co.uk
