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IAB: mobile ad spend up 132% to £181.5m in first half of 2012

IAB: mobile ad spend up 132% to £181.5m in first half of 2012

The Internet Advertising Bureau UK has reported that mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period last year and now accounts for 7% of all digital ad spend.

The IAB advertising expenditure report conducted by PwC, states the increase has been largely fuelled by the increase in smartphone ownership.

UK smartphone ownership is close to 50%, according to a report published by Google and Ipsos on the Google Mobile Ads Blog.  The UK has the highest smartphone penetration (45%), and also the largest increase in smartphone usage, rising from 30% to 45% in the space of 6 months.


Consumers are increasingly using their smartphones for Internet access. With increasing number of smartphone ownership in the UK, many businesses are focusing their budgets towards digital – especially mobile ads.

Display ads across the internet and mobile accounted for almost a quarter (23%) of overall digital ad spend, increasing 10% year-on-year to £590.9m from £534.7m.

The report puts the increase down to extra investment in video and social media banners. Digital video advertising increased by 43% to £69.8m from £49m, accounting for 12% of online and mobile display.

Not only do these figures reiterate the fact that mobile advertising is seeing a period of huge growth, but they highlight the importance for businesses to have websites that are optimised for mobiles & smartphones.

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