More than three-quarters (76%) of brand marketers consider programmatic buying in mobile advertising to be an important development, but despite this enthusiasm, relatively low numbers of marketers are currently purchasing ads programmatically, according to a new study commissioned by the Interactive Advertising Bureau’s (IAB) Mobile Marketing Center of Excellence and conducted by Ovum.

The report also spotlights another development of interest to brand marketers: advertising opportunities with new-generation connected devices. Connected TVs generated the most enthusiasm (73%), followed closely behind by connected cars (69%), and wearables (66%), mobile marketers that rate themselves as fairly or very experienced at mobile seeing even greater potential for these new platforms (80% connected TVs vs. 78% connected cars vs. 75% wearables).

Key findings of Marketer perceptions of mobile advertising (Third Edition) include:

• Marketers expect that their spending on mobile advertising will increase over the next two years: 14% anticipate it will rise by more than 50% while 57% expect it to rise by less than 50%.
  About one-third of mobile advertising spend is substitution from other channels, with print media hit hardest (58%), followed by PC digital and TV.
• Marketers in our 2014 survey show a high level of satisfaction with the results
  of their mobile marketing activities. The majority is either satisfied (50%) or fairly satisfied (37%) while a further 8% completely satisfied.
• Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges.
• Marketer uneasiness over potential data privacy issues is pronounced. 37% of respondents in 2014 cited privacy as a very important issue compared to 22% in 2013.