NEW YORK: Coca-Cola, the soft drinks giant, believes mobile could legitimately claim between 10% and 15% of marketing budgets for many of its brands, according to a leading executive from the company.

Tom Daly, Group Director/Global Connections at the Coca-Cola Co., discussed this subject at Advertising Week 2015 in New York City.

"We know that – at the very least – 10% to 15% of our spend ought to be in the mobile realm," he said. (For more, including select research results, read Warc's exclusive report: Coca-Cola plots a path to 20% mobile spend.)

These figures mark a significant advance on cross-industry averages for mobile's share of expenditure, which typically sit below 5% at present. And the owner of Coke, Fanta, Sprite may ultimately look even higher.

"If we're really paying attention to the details – the tactical execution of the things within mobile that you can leverage – we might even be able to find more; maybe even up to 20% of the investment into mobile to really unlock the full potential," said Daly.

The basis for this forecast comes, in part, from research spearheaded by the Mobile Marketing Association (MMA) in conjunction with Coca-Cola, as well as retailer Walmart, telecoms group AT&T and payments firm MasterCard.

Such analysis has provided hard data concerning how mobile can be optimised within the media mix, meet objectives across the purchase funnel and "work harder" for marketers.

Coca-Cola's contribution has included studies in the US and China, with further programs also set for Brazil, Turkey and the UK.

"It was really, really important for us – in order for this data to have a real impact – to be able to plant a flag and get data points in multiple geographies, cultures and the like," said Daly.

"There is no one size fits all in marketing, but at a certain point it becomes really perilous to ignore the trends from five data points within the Coke system, much less the equally valid work coming from MasterCard, AT&T, Walmart. It pretty much becomes inescapable."

Data sourced from Warc