Experts have predicted that mobile will provide 70 per cent of paid search investment next year, according to aaaa.org.
The forecast was made by those at advertising firm GroupM. Representatives at the company claim that the popularity of smartphone and tablet devices is helping to fuel this trend.
Adam Smith, GroupM future director, told theguardian.com: “UK paid search has doubled in size since 2008 in cash terms and as a share of all UK marketing investment. Smartphones, tablets and e-commerce sustain this momentum.”
He continued: “We think mobile (including tablets) will furnish 70% of paid search investment growth this year and all of it next year.”
The prediction came as the firm also estimated that today UK advertising spend would reach nearly £14 billion by the end of 2013. This would be a new high. The former record for ad spend in the UK was back before the recession hit in 2007, when it reached a high of £13.1 billion. It then fell down to £11.3 billion two years later in 2009, when the economy was suffering.
However, Mr Smith claims that the rise in ad spend isn’t just down to a recovery economy. He also claimed that “dramatic changes in the media landscape” have helped the industry to recover.