Mobile ads continue to be quite effective in the market – and if new research numbers are to be believed, we’re going to see quite a bit more of it.

Adweek is reporting that brands will allot 11.7 percent of their overall marketing budgets for analytics in just a few years’ time, up from its current 6.4 percent. By 2018, that’s almost double the amount for spending.

“We observe that companies under-utilize the marketing analytics that they’ve requested and have available for decision making,” said Christine Moorman, professor at Duke’s Fuqua School of Business, and director of this latest research. “It’s clear that using marketing analytics remains a distinct challenge for companies – beyond the production of this sophisticated data.”

Mobile advertising current takes up over three percent of marketing budgets, but is expected to grow as well – to almost triple that amount, at nine percent.

Other predictions made by the team include the increase of digital marketing dollars, which will rise by 14.7 percent over the next year; brands dropping their traditional advertising budgets by 1.1 percent over the next year; and social media accounts getting 9.9 percent of spending, but expecting to rise to 22.4 percent over the next five years.

In addition, Moorman’s team also states that only 13 percent of marketers said they can measure social media effectively enough, although 61 percent feel that they experience pressure from their bosses when it comes to that – so it isn’t all necessarily on them.

Brand marketers also have more optimism when it comes to the economy, with an outlook indicating a 22.2 percent increase from six years prior, back when the recession set in.

Finally, marketing budgets overall are expected to rise 8.7 percent over the next year, marking the biggest year-over-year growth since 2012. “Compare that to the .5 percent growth that they expected in February 2009, and their confidence in markets is very clear,” said Moorman.

The video below showcases more of the data from Moorman’s study, so be sure to check it out. It could be news that’s right up a marketer’s alley.