Spend on mobile advertising will grow further to hit $24.5bn in 2016 with brands expected to invest increasing amounts of their digital advertising budgets on targeting smartphone and tablet users with the price of mobile inventory expected to increase as a result.

The adoption of such technologies is set to spur behaviours such as ‘dual screening’ (consumers simultaneously watching television and using their mobile device) meaning brands will have to adopt “multi-platform” campaign strategies according to Gartner.

Stephanie Baghdassarian, research director at Gartner, says: “The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviours on computers and mobile devices.

Andrew Frank, research vice president at Gartner, says: “Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices.”

Earlier this week Marketing Week reported that UK Online Measurement Company (UKOM) is preparing to debut its first unified consumer media consumption report with new data partner comScore, including mobile for the first time later this month.

This has been enabled by the inclusion of comScore’s Mobile Media Metrics (MMM) data sourced from the UK’s three-largest mobile operators measuring billions of page clicks each month, both via cellular and Wi-Fi networks, through a partnership with the GSMA, the mobile operator trade body.