Mobile ad spend up 51%, says IAB

Anne Freier

In Mobile Advertising. October 9, 2015

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:
dan bunyan

“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%.