Research from the Internet Advertising Bureau and PwC (PricewaterhouseCoopers) shows that the UK mobile advertising market grew 116% year-on-year in 2010, with a total of £83 million being spent. 2009 had seen 32% growth from 2008.
Although entertainment and media brands have dominated mobile ad spending in recent years, the report shows this dominance is reducing as other advertisers are seeing the opportunities of mobile advertising.
Spending on search-related mobile ads increased 172% from £20.2 million in 2009 to £54.9 million last year, while display advertising rose 61% from £14.6 million to £23.7 million.
Jon Mew, director of mobile and operations at the IAB, said “This year’s research shows that traditional advertisers such as finance, telecoms and consumer goods are really starting to understand the opportunities that mobile, and only mobile, offers. Mobile advertising allows advertisers to target people on the move, and capture them when they’re most receptive. It’s an exciting time for mobile advertising, and for advertisers who use the opportunities.”
The top five display advertising categories in 2010 were:
Entertainment & Media: 32.9% (61.5% in 2009)
Finance: 18.6% (8.1% in 2009)
Telecoms: 14.3% (14.7% in 2009)
Consumer Goods: 11.8% (3.2% in 2009)
Automotive: 6.5% (2.5% in 2009)
[IAB UK report]