Google’s display ad network AdMob is generating over 3bn ad requests each month in the UK alone due to the rise in popularity of smartphones and tablet devices.
Traffic to the AdMob network, which contains inventory from over 89,000 mobile websites and apps, grew by over 150% in the 12 months to June according to Google.
Traffic from smartphones on the network increased 600% during the same period, after UK smartphone penetration rose from 24% in 2010 to 36% in 2011 according to Google figures.
Amanda Rosenberg, Google’s mobile business development manager for EMEA, said the traffic increase was driven by people browsing the internet on mobile devices while consuming other media, or “dual screening”.
Rosenberg also said over half [53%] of UK smarpthone users were “dual screening” to find out more information about content they’ve just seen such as ads on TV.
“A lot of people think that mobile advertising is in its infancy in the UK but it’s maturing quickly and it’s about more than just search. It’s also about display,” she added.
“As we get more devices like tablets coming on the the market mobile is becoming an increasingly visual medium.”
However, Google’s research also indicates that 83% of the UK’s top advertisers did not even have a mobile optimised website.
Meanwhile, 98% of smartphone owners said they use their phone at home, 89% said they use their phones while on the move, and 55% reported that they use their phone every day. “One thing that advertisers should remember is that smartphone users are always on,” added Rosenberg.
Google’s research also revealed that one-in-five (22%) smartphone owners said they’d give up their TV before their smartphone. Similarly, 21% said they read magazines and newspapers less often because they access the content on their phones instead.
Further results from Google’s research are featured below:
The Time for Mobile Is Now