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.
The success of mobile as an advertising medium depends on shifting people’s perceptions about what advertising looks like.
Consumers want choice, control and relevance if they are going to interact with a brand. If an ad’s easy to ignore, it will be; if it intrudes upon consumers’ content, they’ll naturally start to resent the brand that’s interrupting them.
Give mobile users choice over whether and how they view an ad, however, and brands can achieve the recognition (and even the affection) that traditional mobile advertising has so signally lacked.
Rich media mobile ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a new report from Opera Mediaworks.
The study also found that in-app mobile ads are an average of 1.7x more effective than ads on the mobile web.
Rich media ads achieved a CTR of 1.53% when displayed in an app and 1.12% on the mobile web. In comparison, standard banner ads achieved CTRs of 0.39% and 0.32% respectively.
Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.
Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.
Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.
Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.
More than half (53%) of UK smartphone owners say they have never received adverts while using their device, which either suggests that it is an underused marketing channel or consumers find it easy to ignore mobile advertising.
The findings come from Nielsen’s Mobile Consumer Report, which found that 97% of the UK population owns a mobile phone, with smartphone ownership now at 61%.
And according to the IAB, mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period in 2011 and now accounts for 7% of all digital ad spend.
Therefore it appears to be a fairly worrying situation for mobile advertisers if 53% of smartphone owners claim they haven’t been exposed to mobile advertising, though it does need to be noted that the survey didn’t ask about mobile search.
It’s likely that a proportion of the users surveyed by Nielsen are simply unaware that they have seen mobile ads, so advertisers need to find new ways of ensuring their messages don’t go unnoticed.
With billions of mobile devices in use by consumers around the world, and with those devices getting more and more capable every year, it's no surprise that many industry observers believe the future of mobile marketing is bright.
How bright? Some have gone on to suggest that mobile ad spend will eventually overtake that of television. A bold prediction given that brands spend well over $100bn globally on television ads ever year -- magnitudes of order more than they spend on mobile ads.
Responsive design is widely considered to be the future of web design as it allows site owners to adopt a user-centric and mobile-first approach.
In a nutshell, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.
It’s a topic we’ve looked at in more detail in posts about why sites should consider responsive design and another citing 10 great examples of ecommerce sites using the technology.
But while there are many benefits to using responsive design, there are still major problems to be overcome in regards to advertising.
At the moment ad formats are generally incompatible with responsive design, forcing site owners to either find hacks to rescale them or hide the ads altogether on mobile screens.
For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.
Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.
“Mobile ads suck,” claimed Steve Jobs in 2010. They needed, according to Jobs, to be more creatively appealing and engaging to be effective.
Has the industry changed? Do mobile ads still suck? Or has creativity in mobile marketing caught up with demand?
Here are my 10 essentials tips for creative mobile campaigns.
Whether you're an internet giant like Google, Microsoft or Facebook, or a small publisher trying to carve out a niche, chances are one of your biggest priorities is solving the mobile monetization riddle.
The good news: there's little reason to believe that the future of mobile advertising isn't bright.
How big will it be? That remains to be seen, but even if it's not as big as the staunchest bulls believe, it's still going to be big by virtue of volume.