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BizReport : Mobile Marketing : May 13, 2009

UK mobile advertising industry growth strong

Two recent reports on the UK's mobile advertising industry show that, despite marketers cutting budgets and global financial distress, both the number of advertisers and the amount being spent is higher than previously expected.

by Helen Leggatt

According to a report in ClickZ, comScore's M:Metrics has released figures that show a marked increase in the number of UK advertisers running mobile banner ad campaigns in the last six months.

The number of advertisers has risen 45% to 195, found comScore. "It's a nice upward movement. The majority of campaigns are still run on a trial basis, but we're starting to see repeat buys," said comScore analyst Alistair Hill.

Recently released figures from Internet Advertising Bureau/PricewaterhouseCoopers LLP research echo comScore's, but in terms of spending, not advertisers. As more firms dipped their toes into the new medium spending increased in 2008 by an impressive 99.2% to $44 million, driven in part by larger audiences, better handsets and increased mobile Internet use.

"Mobile advertising has shown impressive, steady growth throughout 2008 in an overall declining advertising market. The mobile phone has become our constant companion and its ability to meet consumers' growing demands for accessing entertainment and information on the move has attracted advertisers," said Eva Berg-Winters, PricewaterhouseCoopers LLP.

"The way has been paved by online advertising, which combined with the rapid uptake in mobile internet usage, will ensure it becomes a very powerful advertising medium over the next few years."

Tags: advertising spending, banner, comScore, IAB, M:Metrics, mobile advertising, search

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