Mobile advertising, once uncharted territory, is being taken up by marketers in droves, as publishers offer more opportunities on the devices, usage of mobile skyrockets and the ads show strong performance. In a survey conducted by the Interactive Advertising Bureau (IAB) and tech researcher Ovum, 19% of US mobile marketers said they planned to up their mobile ad budgets by 50% or more in the next two years. These respondents already market on mobile, and their responses suggest that they are seeing considerable return on investment (ROI) from the format. Read the rest at eMarketer.
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