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BizReport : Advertising : April 11, 2013


U.K. digital ad spend breaks half-billion barrier

Digital ad spend in the U.K. rose 12.5% to a record £5.42 billion in 2012, according to the latest figures released by the Internet Advertising Bureau, with mobile crashing through its own milestone of half a billion.

by Helen Leggatt

iab_logo.gifDigital ad spend in the U.K. climbed by £607 million in 2012, rising from 2011's total of £4.81 billion to £5.42 billion. Fuelling that growth was mobile ad spend which rose 148% in 2012 to £526 million.

That £332.7 million rise is over half of the overall increase in ad spend, demonstrating how quickly businesses have responded to the ever-increasing adoption of mobile by consumers. Mobile now accounts for 9.7% of all digital advertising spend compared to 1.1% in 2009 - a massive increase in share over just three years.

Other figures revealed by the Internet Advertising Bureau include mobile video advertising's growth which has skyrocketed 1,601% from £0.8 million in 2011 to £13 million in 2012.

"There's simply so much buzz around mobile. In the last 6 months, 20 more of the UK's top 100 advertisers have produced mobile-optimised websites; 4G mobile ultra-broadband is enabling a new era of richer content consumption with tablets predicted to outsell PCs in 2013," says Tim Elkington, Director of Research & Strategy at the Internet Advertising Bureau.

"This will help maintain mobile's significant momentum in attracting both consumer attention and advertising pounds."






Tags: ad spend trends, mobile advertising, online advertising, smartphone, UK








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