Mobile advertising hits half billion mark, claims PwC

Mobile advertising spend managed to breach the half a billion milestone over the course of 2012, according to a new report conducted by PwC.

The Internet Advertising Bureau UK (IAB) digital adspend report claims mobile advertising grew like-for-like by 148 per cent to £526 million in 2012 – a significant rise on the £203.2 million spent in 2011, reports

Mobile now accounts for 9.7 per cent of all digital adspend compared to 1.1 per cent in 2009, marking a large increase in just three years.

It is thought the rise in mobile marketing and advertising is fuelled by a rise in smartphone ownership, with 64 per cent of the UK population thought to own a smartphone device.

Overall, digital advertising spend managed to reach £5.42 billion – a figure made even more impressive when considering that only £200 million was spend on UK advertising in 2002.

Tim Elkington, director of research and strategy at the Internet Advertising Bureau, commented on the figures to “Mobile has reached this milestone because marketers are becoming more attuned to the ‘always on’ nature of consumers who expect to engage with content wherever they are.

“Consequently, advertisers are increasingly buying integrated campaigns across online and mobile rather than regarding mobile as an afterthought,” he added.