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.