Spending on mobile advertising is expected to exceed £2 billion ($3.16 billion) this year, a 96% increase from last year’s total of £1.03 billion ($1.61 billion). That’s according to the latest UK media ad spending estimates from research company eMarketer.
It says ads on mobile devices will account for 13.4% of total media spending this year, compared with 13.6% for newspapers. Next year mobile is expected to overtake print, with 20.5% of all spending vs. 17.0%.
By 2018, eMarketer expects almost 40% of all paid media spending in the UK to be mobile based.
In addition, eMarketer estimates that mobile-based advertising will account for nearly 30% of all digital (online) ad spending this year - and more than half of digital ad spend by 2016.