The Internet Advertising Bureau<\/strong> (IAB) and PricewaterhouseCoopers<\/strong> (PwC) have just released the first independent study of the UK mobile advertising. <\/p>\n\n
They found that despite the current economic crisis and the widely reported reduction in advertising, mobile ad spend actually doubled in 2008 compared to 2007. <\/p>\n
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Investment in mobile advertising grew at a faster rate than predicted as more UK brands invested in the medium due to its exceptional targeting, immediacy and return on investment.<\/p>\n
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The total figure for expenditure on mobile advertising in the UK reached a total of \u00a328.6 million, an increase of 99.2% year on year. <\/p>\n
The study further broke down this total:<\/p>\n
\u2022 paid-for-search advertising<\/strong> on the mobile internet accounts for \u00a314.4 million, 50.2% of all mobile advertising spend,<\/p>\n \u2022 mobile display advertising<\/strong> \u2013 which includes banners, text links, tenancies pre\/post roll and in-game \u2013 accounted for \u00a314.2 million in 2008, 49.8% of all mobile advertising spend.<\/p>\n The IAB also identified a number of key growth factors for mobile advertising, including:<\/p>\n The Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) have just released the first independent study of the UK mobile advertising. They found that despite the current economic crisis and the widely reported reduction in advertising, mobile ad spend actually doubled in 2008 compared to 2007. Investment in mobile advertising grew at a faster rate than […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[21,16,3,24],"tags":[94,42,48],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/3580"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3580"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/3580\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3580"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Jon Mew<\/strong>, head of mobile at the Internet Advertising Bureau, comments: \u201cThis study is a UK first and means the IAB can accurately prove and track how much marketers are spending on mobile. The sector is in its infancy but is considerably bigger than the market was expecting. Thanks to these landmark figures we know the real value of the mobile advertising industry, and will now be able to chart the medium\u2019s growth with confidence.\u201d<\/p>\n
Guy Phillipson<\/strong>, chief executive of the IAB, adds: \u201cOver the past 12 months the marketplace has been buzzing with anticipation about this exciting new channel. Now is the perfect time for brands to dip their toes in the water, to see for themselves how effective and complementary mobile advertising can be.\u201d<\/p>\n\n