Mobile advertising in UK dips despite global rise

The number of ads served to UK mobile users dropped 17% from the previous quarter in Q2 this year contrasting with a 61% global increase in ads served to mobile users according to ad network BuzzCity.

The total number of ads served on the BuzzCity network totalled 12.8 billion in Q2 but the number of ads served to UK mobile users was 191 million during the period compared to 229 million the previous quarter.

The figures were revealed in BuzzCity’s latest Global Mobile Advertising Index which indicated that the growth in mobile advertising was driven mainly by demand in emerging markets.

Indonesian mobile users generated 4.3 billion ad requests in the quarter making it the top-performing market on the network while India ranked second in the study with 2.2 billion ad requests generated during Q2.

The USA, South Africa and Vietnam also ranked among the top-five markets for mobile advertising according to the study with the UK ranking as the eigth most popular market below Canada and Kenya.

Sports brands such as Adidas and Puma also increased their mobile advertising activity during the quarter in preparation for the FIFA World Cup hosted in South Africa, according to BuzzCity.

The Global Mobile Advertising Index tracks activity across BuzzCity’s network which grew by over 25% to 2,500 publishers during the period.

This story first appeared on

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