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MOBILE NEWS: UK digital ad spend reaches £5.4 billion

Digital advertising reached an annual high of £5.42 billion in 2012, according to the latest Internet Advertising Bureau UK (IAB) digital adspend report. This is a total rise of £607 million (12.5 per cent) since 2011.

The IAB research revealed display advertising across the entire digital landscape had been boosted by an increase in video and social media advertising. This grew in line with the market at 12.4 per cent to £1.30 billion, from £1.14 billion in 2011, representing a 24 per cent share of digital ad spend in 2012.

Meanwhile, mobile advertising reached the half billion pound milestone, accounting for over half of digital ad growth. IAB said this was fuelled by smartphone ownership hitting almost two-thirds (64 per cent) of the UK population in December 2012.

Tim Elkington, director of research and strategy at the IAB said: “Mobile has reached this milestone because marketers are becoming more attuned to the ‘always on’ nature of consumers who expect to engage with content wherever they are. Consequently, advertisers are increasingly buying integrated campaigns across online and mobile rather than regarding mobile as an afterthought.”