According to According to the British Internet Advertising Bureau (IAB), mobile advertising spending in the United Kingdom in 2012 increased by 148% compared to the previous year and amounted to £526 million.
The largest growth dynamics was recorded in the field of mobile video advertising – 1601% (from £800 thousand in 2011 to £13 million in 2012). The total amount spent on advertising impressions, including videos, increased by 121% to £150 million, and on advertising in mobile search results by 164% to £365 million.
If we analyze the distribution of advertisers by spheres of activity, it turns out that representatives of the entertainment and media industries spent the most on mobile advertising (their share is 16%), followed by consumer goods (13%), retail and finance (12%) and, finally, technology (11%).
The increase in mobile advertising spending is inextricably linked to the rapid growth in the popularity of smartphones and tablets in the UK. Currently, two-thirds of the country’s population are smartphone owners.
In any case, this £526 million is only 9.7% of the entire British advertising market.
In the US, the mobile advertising market has reached $7 billion.