Mobile ad spend up 51%, says IAB


According to the latest UK Digital Adspend report from the Internet Advertising Bureau (IAB), conducted by PwC, mobile ad spending increased 51% to £1.08bn during the first half of 2015. The year-on-year increase of £370m accounts for 79% of the rise in digital ad revenue.  Spending dedicated to tablets jumped up 115%, video 56% and social media 51%.

Ad spend for tablet devices jumps 115%

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The study also found that 27% of all digital ad spend now comes from mobile devices, compared to 20% in 2014. Mobile makes up 39% of display spend, 43% of video, 63% social media and 74% native/content ad spend.

Dan Bunyan, Senior Manager, PwC, says:

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“Mobile is unquestionably the engine of digital growth, with mobile display spend up 63% on the back of mobile video spend more than doubling. However, there’s plenty of room to grow, as mobile accounts for 40% of internet time but only 27% of ad spend. Marketers are realising this is out-of-kilter, hence mobile is likely to continue gaining share at pace.”

When it comes to sectors travel and transport spent the most (16.8%) on display ads, ahead of consumer goods (16.1%). Finance ranked third at 13.4%, followed by retail at 13.3%.