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.
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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.