IAB research: What we spend on Mobile Advertising

Research: Thurs 21st May 2009

The UK's first mobile advertising expenditure study shows how mobile advertising has exceeded all expectations with a 99.2% increase in adspend growth year-on-year.

Mobile marketing is coming of age, and is now favoured by many marketers due to exceptional targeting and ROI. New mobile marketing methods continue to appear and mobile marketing is no longer synonymous with SMS marketing.

Users with unlimited access to mobile internet has increased 109% in 2008 and paid-for search advertising is estimated to be worth £14.4 million - accounting for 50.2% of all mobile advertising spend. Mobile display advertising now includes banners, text links, tenancies pre/post roll and in-game and was worth £14.2 million in 2008, or 49.8% of the total mobile advertising spend.

"This study is a UK first and means the IAB can accurately prove and track how much marketers are spending on mobile. The sector is in its infancy but is considerably bigger than the market was expecting. Thanks to these landmark figures we know the real value of the mobile advertising industry, and will now be able to chart the medium's growth with confidence." Says Jon Mew, head of mobile at the Internet Advertising Bureau.

IAB included mobile internet advertising in July 2008, when the UK networks (3, O2, Orange, T-Mobile and Vodafone) joined.

IAB's How To mobile advertising guide, can be found at iabuk.net/mobileadvertising.

Article Links
IAB Report