Colour us unsurprised, whatever colour that may be. (Grey, probably). The news that mobile ad spending in the US alone is set to hit $1.8 billion by the end of this year is many things – exciting, encouraging, and game changing. But not shocking.

2012 will go down in history as the year business people everywhere took a look at how much time they themselves spent on their smartphones and realized what a major opportunity was there. (2012 will also go down as the year marked by relief for all the marketers who have been screaming about mobile for quite a while. Ahem.)

The numbers on mobile are in, and they’re everything we like to see. Mobile click-through rates—meaning the number of people who see an ad on mobile and click on it to learn more—surpass online advertising norms, even when considering all those accidental clicks. (Been there.) Mobile users’ engagement with rich media ads, which are interactive, have also been shown to deliver a significant lift to brand metrics.

Researchers at InsightExpress analyzed data collected from over half a million respondents. They examined about 240 mobile ad campaigns that were launched in the last five years and found a high level of ad awareness for mobile ads; that the ads clearly conveyed brand messages; and that they increased consumers’ intent to buy while leaving them with a more positive brand image.

(And that’s just mobile ads. That’s not even taking into account social media, m-commerce, or any of that other good stuff.)

All those crunched numbers don’t just exist to give mobile nerds like us the warm and fuzzies, however. There’s always something to be learned, and our biggest takeaway is this: people spending money on mobile ads expect to use the medium to increase sales, improve customer service, increase brand awareness, and acquire new customers. They also want better audience-targeting and user-tracking capabilities.

Luckily it’s about time for our New Year’s Resolutions.

Whitehead Agency Group is a leading Toronto, Ontario, healthcare marketing agency with over 25 years of specialized health and wellness experience.

Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at to arrange a complimentary, no-obligation review of your current marketing.