New research conducted by the UK's Internet Advertising Bureau has found that almost three-quarters (73%) of marketers think mobile will be the advertising medium that'll grow the most during the next five years. A further 73% also expect most media agencies will be employing a mobile specialist next year.
The survey, which contacted over 100 senior UK agency representatives, also revealed that 95% of digital ad budgets currently include spending on mobile marketing. [IAB report]