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UK mobile advertising market set to grow by 90% in 2013

26/06/2013 12:55

Mobile ad market predicted to rise from £526m in 2012 to £1bn as digital giants mine smartphone, tablet and app revolution.
The UK mobile advertising market is forecast to almost double in 2013 to £1bn, as Google, Facebook and Twitter increasingly successfully mine the smartphone, tablet and app revolution.
It is set to grow by 90% year on year, from £526m in 2012, according to digital ad spend figures published by eMarketer on Tuesday.
The breakneck growth has been fuelled by British consumers' love of devices. Britain has the highest smartphone usage in the world and tablets are now commonplace. Looking ahead, the UK digital ad market will grow to almost £8bn by 2016, with mobile set to account for £3bn of that. To put this in context, in 2011 the Internet Advertising Bureau put mobile ad spend at a relatively paltry £203m.
It is estimated that Facebook UK will make £279m in total digital ad revenue this year, a 25% year on year rise. Within this, mobile advertising accounts for potentially up to half of total digital income.
"Major ad platforms have vastly improved mobile ad products to advertisers over the last two years, which has helped drive a redistribution of dollars spent on their platforms from desktop to mobile," said Clark Fredricksen, vice-president of communications at eMarketer. "Two years ago Facebook and Twitter had no mobile ad business. Today the companies earn between a third and half, respectively, of all revenues from mobile ads".
Facebook's £279m UK digital display ad spend haul is expected to account for almost 20% of the total UK digital display market of £1.5bn in 2013.
However, the big digital winner remains Google, which eMarketer reckons will make £2.65bn in search and display digital ad revenue this year.

Source: https://www.guardian.co.uk/media/2013/jun/24/uk-mobile-advertising-market-double

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