UK mobile marketing budgets surge 90% to hit £1bn

Mobile ad spend is forecast to surge 90 per cent to hit £1bn this year, as UK brands follow consumer behaviour and focus on mobile devices, according to research. 

A study released today (25 June) by eMarketer, reveals that increased investment in mobile search and display ad formats will drive the total value of the sector from £526m in 2012, to £999m this year.  

This has been driven by brands’ eagerness to keep abreast of smartphone adoption, as well as engage with the rapidly growing numbers of people ‘dual-screening’ on tablet devices while watching TV, according to the study.  

The surge in mobile ad spend will drive growth in the overall UK digital marketing sector until 2017, when total mobile ad spend will hit £3.7bn – 44 per cent of total digital ad budgets, according to eMaketer (see chart below). 

eMarketer-MobileAdSpend-2011-2017.460.jpg

 However, growth in the wider digital marketing sector is beginning to slow down, with growth slowing 0.6 per cent from 2012 and 2013, with eMarketer forecasting the sector will hit £6.1bn. 

 Growth in the sector will decline further each year to 2017 (see chart below).  

emarketerDigitalAdSpend-2011-2017

The cost of mobile ad inventory has traditionally been lower than those on desktop due to (historically) lower demand and lack of investment on the quality of these formats. 

However, as audiences migrate to such devices online, ad companies, most notably Google, are making mobile the core of their respective propositions.   

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here