Regarding mobile, the IAB also revealed that:
- Mobile video advertising grew 1,601% from £0.8m in 2011 to £13m in 2012. Total mobile display advertising (including video) increased like-for-like by 121% to £150m in 2012.
- Mobile search grew like-for-like by 164% to £365m – accounting for 69% of mobile ad spend.
- The remaining £11m of mobile ad revenue is primarily accounted for by classifieds, SMS/MMS and other smaller advertising formats.
The importance of mobile search is something we covered extensively on the blog, with one report showing that mobile devices achieve higher click-through rates than desktops when it comes to UK paid search ads.
For more information on this topic, check out our new Paid Search Marketing (PPC) Best Practice Guide which has a section dedicated to mobile search.
Other digital channels
The IAB’s report reveals investment in display advertising increased from £1.14bn in 2011 to £1.3bn in 2012, matching the overall market increase of 12.4% on a like-for-like basis.
Video advertising grew 46% to £160m from £109m, accounting for 12% of online and mobile display in 2012. In the last three years video ad spend has increased almost six-fold (471%).
Social media advertising grew by a quarter (24%) to £328.4m from £265m. In the last three years social media spend has increased almost four-fold (383%).
Finally, the report shows that paid search continues to dominate digital ad spend, accounting for a massive 58% of investment.
Marketers spent £3.17bn on paid search in 2012, up from £2.77bn in 2011 which represents a 14.5% increase on a like-for-like basis.