Posts filed under ‘Mobile Content’
Expenditure on mobile advertising in the UK exceeded market expectation in 2008 and grew 99.2 percent year-on-year to reach a total of GBP 28.6 million, according to a study by the Internet Advertising Bureau and PricewaterhouseCoopers. Investment in mobile advertising grew at a faster rate than predicted as more UK brands invested in the medium due to its exceptional targeting, immediacy and return on investment. Mobile display advertising, which includes banners, text links, tenancies pre/post roll and in-game, accounted for GBP 14.2 million in 2008, 49.8 percent of all mobile advertising spend. Paid-for search advertising on mobile internet was estimated to account for GBP 14.4 million, 50.2 percent of all mobile advertising spend. In 2008, online advertising rose to GBP 3.35 billion, accounting for 19.2 percent of all advertising spend. A bigger audience is a key driver for the growth, where mobile internet usage increased in 2008 from 8.6 million in December 2007 to over 11 million in December 2008, and people on unlimited data plans has grown by a massive 109 percent in 2008. Other key drivers include advertising on mobile phones, social networking driving growth of mobile internet usage, better and smarter handsets, growth in mobile departments and mobile advertising knowledge in the market. This survey represents solely mobile media spend, and therefore do not include mobile marketing expenditure such as SMS or MMS production and delivery costs.