News & Opinion

90% growth predicted for UK mobile ad market

The mobile advertising market is set to double in size this year according to new figures published by eMarketer.

Mobile advertising spend, which in 2012 was £526 million, is likely to grow to $1 billion by the end of 2013 thanks to increasing sales of digital devices such as smartphones and tablets.

With the UK boasting the highest smartphone usage in the world and tablets becoming increasingly common this exponential YoY growth is understandable.

To put this forecast into context, it was just two years ago in 2011 that the IAB reported soaring mobile ad spend growth at £203 million, a 157% YoY growth from 2010 when it stood at £83 million.

Clark Fredricksen, vice-president of communications at eMarketer said: "Major ad platforms have vastly improved mobile ad products to advertisers over the last two years, which has helped drive a redistribution of dollars spent on their platforms from desktop to mobile."

A great example of the innovation of mobile ad formats occurred in April when TMG made a UK media first by launching a new MPU mobile ad format, allowing for high impact channel take-overs or CPM campaigns on The Telegraph mobile site.

Source: The Guardian


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