U.K. Mobile Ad Spend Climbs 127% Year-on-Year

U.K. Mobile Ad Spend Climbs 127 Percent Year-on-YearU.K.’s Mobile Marketing Magazine is out with a new report presenting an eye-opening look at the growth of mobile ad spend in the United Kingdom.

The latest data indicates that U.K. mobile advertising spend grew by 127 percent year-on-year, reaching £429.2m in the first half of 2013.

The growth observed is nothing short of remarkable, considering that mobile ad spend was just £188.1m in the first half of 2012.

The numbers mean that mobile now accounts for 14.1 per cent of all digital advertising spend, which was worth £3.04bn in the first half of 2913, 17.5 per cent up on the first half of 2012.

The data comes from the Internet Advertising Bureau UK (IAB) Digital Adspend report, conducted by PwC, with UKOM-approved comScore consumer data.

“Nothing illustrates the internet as an entertainment platform better than the fact that over one in five minutes online is accounted for by entertainment, and that advertisers spent almost 1,300 percent more on mobile video than a year ago,” says Tim Elkington, director of research & strategy at the IAB. “With smartphone penetration crossing the two-thirds landmark and the successful roll out of 4G, 2013 could be the year when advertising spend on mobile crosses the £1bn threshold.”