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UK mobile advertising begins to take off - Venture Insights

Report Overview

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UK mobile advertising begins to take off

PublisherEnders Analysis.
Publish Date March 23, 2012
Sector Digital Media, Fixed Line (Internet and Voice), Mobile and Wireless Technology.
Company Apple, Google.

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UK mobile advertising jumped 157% year-on-year to £203 million in 2011, marginally higher than our forecast of £180 million, with strong growth in both search and display.

Mobile advertising now accounts for 6% of internet search and display spend, but still lags mobile devices’ share of internet consumption, which has been rising strongly due to rapid smartphone and tablet adoption, and we estimate is now at around 15%.

We expect much of the lag between mobile’s share of internet consumption and ad spend to disappear over the next five years, indicating continued high growth.