Mobile popularity driving ad spend growth

Smartphones and tablets will account for 25 per cent of all search engine advertising by the end of 2014, according to the latest predictions from the Advertising Association and the World Advertising Research Centre.

The organisations this week released data suggesting that advertising spend as a whole will increase to £20 billion per year by 2015, with digital formats driving the growth. The FIFA World Cup in Brazil will also provide a significant boost, with TV spending set to grow by 6.6 per cent this year.

The forecasts have been revised after the International Monetary Fund released new data highlighting the success of Britain’s economic recovery.

Tim Lefroy from the Advertising Association was quoted by as saying: “The forecast explosion in mobile advertising and digital formats points to UK advertising at the centre of a global revolution in consumer information, service and choice.”

With the help of other modern formats such as newspaper websites and on-demand television, mobile advertising helped to push spending up to £17.9 billion in 2013 – marking a rise of four per cent from the previous year. According to, this growth will continue at a rate of 5.5 per cent this year and 6.5 per cent in 2015.

Interestingly, the researchers behind the report predict that while mobile’s dominance will bring magazine spending down in 2014, it will see a positive turn next year.