RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : 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

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.