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.