As mobile takes centre stage, advertisers are taking advantage of its growth to engage with key audiences, the second IAB Europe Advertiser Mobile Audit reveals. More than 80% of the top retail and finance advertisers have a mobile optimised site and over half use responsive web design.
Based on an audit of over 500 advertiser sites, the insights in the report aim to inspire brand advertisers to develop their mobile understanding and presence further in the context of a mobile first consumer environment.
Mobile now accounts for a quarter of all European display ad spend, approaching 50% in most advanced markets and whilst the audit indicates that mobile is becoming an integral part of advertiser strategy it also highlights that there is opportunity to extend mobile marketing strategies. App development, such as e-commerce in the case of retail brands and branch locator in the case of finance brands is still limited in some markets.
Download the report here.