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Mobile adspend in the UK grew to £429.2m in the first half of 2013, an increase of 127% compared to the same period last year.

The data comes from a new report by the IAB, which also found that mobile now accounts for 14.1% of all digital advertising spend – nearly double the 7.2% for the same period last year.

Furthermore, fuelled in part by the roll out of 4G networks, mobile video advertising grew by 1,260% from £1.7m in the first half of 2012 to £23m in the first half of 2013. Paid search accounted for the majority (63%) of mobile adspend though with £271m invested in this channel.

Overall, the IAB stats show that UK digital adspend reached a record £3.04bn in the first half of 2013.

To find out more about how brands and agencies are approaching digital advertising come to Econsultancy's JUMP event on October 9 (this Wednesday), which is all about creating seamless multichannel customer experiences. 

Now in its fourth year JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

Mobile display advertising

The report also shows that total mobile display advertising (including video) increased like-for-like by 195% to £150.5m in the first half of 2013.

As a result, mobile now accounts for one-fifth (20.4%) of total digital display advertising.

Looking at which industries are among the big spenders on mobile display, consumer goods companies now account for the largest share of investment at 26.8%, up from 14.5% in the first half of 2013.

Similarly, the consumer goods sector increased its share of overall display advertising spend from 15.8% to 18.2% year-on-year.

How other formats fared

Finally, the IAB stats show that:

  • Video advertising grew 86% year-on-year to £135.2m. In the last year, video’s share of online and mobile display has grown 50% from 12% to 18% in the first half of 2013.
  • Social advertising grew 53% to £242.5m. In the last three years, social media spend has increased almost three-fold (285%).
  • Paid search marketing increased 18.9% on a like-for-like basis to £1.81bn – a 59% share of digital ad spend.
David Moth

Published 7 October, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (1)

Jonathan Beeston

Jonathan Beeston, Director, New Product Innovation, EMEA at Media & Advertising Solutions, Adobe

Given 4G wasn't been rolled out in any earnest until the summer, I can't believe it really made an impact on mobile video ad spend in H1. But Google rolled out skippable mobile Youtube ads in H2 2012, which surely has made more of an impact?

about 3 years ago

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