UK mobile ad spend to grow 35% in 2016

UK mobile ad spending is projected to grow 35% to £4.58bn this year. That’s according to new research from eMarketer. The estimate means mobile will account for 27% of all UK media ad spend. That is slightly higher than previous eMarketer forecasts and marks the first time that mobile ranks atop of TV ad spend in the country.
Mobile ad spend to reach 27% of total media ad spend in 2016
Meanwhile, TV is set to reach £4.18bn or 24.6% in total media ad spend this year. Digital spend holds the biggest slice of the pie in 2016, at 53.1% and is expected to reach 60% in 2020.
The print sector continues its downward trajectory as digital continues to gain momentum.
Mobile ad spend reaches £4.6bn this year
Bill Fisher, Analyst, eMarketer, explains:

“Ad spend tends to follow eyeballs, to a degree, and with mobile time accounting for an ever greater proportion of the average UK consumer’s media day, it’s little wonder that mobile ad spend has hit this milestone and is driving the digital total.”

eMarketer also predicts that mobile ad spend will surpass desktop search spending this year. By 2020, desktop spend will be £3.2bn compared to £8.99bn on mobile.
Mobile search ad spend surpassing desktops

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