Mobile adspend up 127% to £429m in first half of 2013

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.

By David Moth October 7th 2013 11:14

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.

Is The Guardian having problems with its domain name migration?

The Guardian, seeking to appeal to a more international audience, recently changed its domain name from guardian.co.uk to theguardian.com.

It seems that the newspaper’s traffic has dipped as a result of the migration, with some tools showing a drop in key metrics which affect its rankings.

We have first hand experience of this issue at Econsultancy, as we migrated our domain back in 2009, with a drop in referral traffic from Google being the consequence.

So, has The Guardian handled this migration correctly, or is there more that Google should have done to help such a massive site with the change?

Showrooming is not a threat to retailers’ revenue: stats

Retailers are seeing growing numbers of customers using smartphones in their stores, but just 11% see ‘showrooming’ as a threat to revenue.

Given the publicity around showrooming, and ongoing threat to offline retailers posed by ecommerce, this is somewhat surprising. Especially as recent stats from Columbia found that 70% of ‘mobile assisted shoppers’ viewed products in-store, and then made their purchases online.

These new stats are from the new Econsultancy/BuyDesire Mobile Marketing and Commerce Report 2013, which also explores the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities.

It is based on a global survey of more than 500 Econsultancy users from companies and agencies, carried out in July and August 2013.

Let’s take a look at some of the report findings…

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Although the industry is guarded when it comes to revealing figures, Comixology (which release digital comics from the major publishers and many independents) has cited reaching 50m downloads in January 2012 and doubling that figure to 100m only 10 months later in October.

Physical comic book sales have been pushing against the tide of declining sales in other print media for some time now, with 2012 showing a 15% increase in sales year on year, and 2013 showing a similar trend.

It’s clear the success of digital comics is increasing rapidly and concurrently with print, and it’s Marvel, who in the last few years has shown incredible skill in rebuilding its own brand, which is offering a lot more in terms of technology and service in its range of apps for mobiles and tablets.

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