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BizReport : Mobile Marketing : April 28, 2010

Mobile ad spend in Britain shows strong signs of growth

New data from the Internet Advertising Bureau and PricewaterhouseCoopers shows spending on mobile online marketing rose by nearly a third in 2009. The 32% rise in expenditure took Britain's mobile ad spend to $57.4 million.

by Helen Leggatt

Which formats are the fastest growing? Mobile search came out tops rising 41% to a new high of $30.6 million and a 4% rise in market share from 2008.

Mobile display - which includes banners, text links, tenancies pre- and post-roll and in-game advertising - grew by 24% to $26.4 million yet lost 4% in market share dropping to 46% from 2008's 50%.

For the first time the top categories were also listed. There were found to be:

- Entertainment & Media (61.5%)
- Telecoms (14.7%)
- Finance (8.1%)
- Consumer Goods (3.2%)
- Government, social and political (2.7%).

"While market conditions saw many advertisers reduce their investment and testing on mobile, these findings paint a positive picture of a compelling new advertising medium," said Jon Mew, head of mobile at the Internet Advertising Bureau.

"Mobile is an effective, highly targeted and complementary advertising channel. Signs are that 2010 will be important year as confidence and budgets increase."

The report did not include figures relating to SMS/MMS production and delivery costs, and other mobile marketing revenues like app production.

Tags: ad spending, mobile advertising, mobile marketing

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  • Helen Leggatt

    The following link will get you to the press release with all the data - there is a contact listed at the bottom if you want to enquire further.



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