According to new findings, mobile budgets are likely to double by 2020. This comes after mobile budgets saw an increase since last year with more than 50 percent of marketers spending a quarter of their budgets on mobile.
The findings of the Industry Report of MMA & WARC revealed that for the majority of marketers, mobile budgets are expected to increase over the next year. Over the longer term, the proportion spending more than 25 percent of their budget on mobile will almost double by 2020.
The findings were discussed at the recently held MMA IMPACT Dubai 2020. The event primarily focussed on how brands can enable themselves to drive innovation and endure business value in an increasingly dynamic and mobile connected world.
MMA’s team of industry experts took a closer look at ‘skilling for the new norm’ and its perspective in digital pathways and skills of the future. The panelists debated the usage of data and automation tools such as fraud prevention, neuroscience, omni channel tools as well as a broad undertaking in the UAE economy to understand the specific digital skills that will take UAE forward as industries progress and digitize.
“MMA’s main proposition is to lead the future of marketing and thus we created a great line up of speakers on the most important components of business paradigm: DATA. Here’s no doubt that technology has fundamentally changed marketing; today’s marketers need to think like data scientists, understand the fragmented customer buying cycle and deliver better returns to the business than ever before,” said Melis Ertem, MENA Country Director, MMA.
Ms Melis further stated, “The mobile phone has forever changed the interaction between consumers and brands delivering a closer, personal, powerful and pervasive marketing platform. Brands have the opportunity to leverage this once-in-an-era transformation by leading the imperative for marketing change and adopting proven, peer-driven and scientific best practices, without compromise.”
To close the days event, MMA rounded off with its Smarties Awards Ceremony showcasing some of the best winning campaigns in mobile for 2019. A celebration of the markets most innovative work, as well as tackling the ROI of creative in mobile, the measurability of creative and the judge’s favorites, where best practices have been used to full effect.
While the most ‘Recommended App’ was EXPO 2020, the ‘Technology Enabler of the Year’ went to INMOBI. The winners included Ad Network of the Year – ADCOLONY MENA, Agency to Watch – Future Tech Media, Agency of the Year – UM MENAT and Advertiser of the Year – RAKBANK.