Although it is a relatively new medium, interest in mobile advertising is soaring. Thousands of top tier advertisers—drawn from a diverse range of industries—are now investing in the medium. Of the top 100 advertisers across all media, we found that 94 of the advertisers ran mobile ads in the previous 9 months. Adoption is also high among smaller advertisers, as 64% of the top 1,000 brands used mobile advertisements during the same period.
In the last 9 months, we have compiled mobile ads from more than 2,100 leading national and regional advertisers. During this period, Amazon was the most active mobile advertiser, running over 200 mobile creative executions. Toyota followed close behind with just under 200 ads, while Google ran over 160 creatives during the period.
To give these numbers some context, it’s helpful to assess how these top three advertisers used online display ads during the same period. We captured 955 display ads from Amazon during this time, and Toyota and Google each also ran about 20% as many mobile ads as online display ads. Considering that online display ads have been an established medium for well over a decade, this seems to suggest that advertisers are confident in the potential for the emerging medium of mobile advertisements.