Nearly one-third of advertisers say that mobile advertising is the focus of their interactive spend. That is up 107% over the first quarter of this year and marks a major increase in spending for the relatively new platform. Overall, digital advertising continues to encroach on TV as an advertising medium of choice.
When polled on the types of mobile devices that most intrigue firms, iPhone ranks at the top with 87% saying their clients are interested in advertising on the Apple device. Trailing the iPhone by nearly 30% are BlackBerry and the recently surging Droid. iPad ranks lower than all three with only 26% interested in the iPad device for their advertising.
Television still remains a viable option for advertisers but not like it has been in the past. 35% say they are most focused on Spot TV than any other ad choice. While still significant, that's down 16% from last quarter and 22% from a year ago. According to the survey this trend is accelerating.
At present, only 6% separate TV and digital as the advertising medium of choice. With 72.5% of agencies say they're more focused on digital than they were a year ago, it suggests it might accelerate further. Nearly a quarter of respondents feel that it will be three years or less before they will have a greater spend on digital than traditional advertising.
This interest in digital and mobile advertising may be a result of advertisers feeling more confident in the economy. 27% say their business has returned to a strong growth period. Just as impressive, almost half of those polled see their business increasing in this quarter over the same time last year (that's up 73% from a year ago).
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