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Mobile Takes a Rising Share of UK Display Ad Spend

A quarter of display ad spend to go to mobile by 2014

The growth in mobile advertising spend in the UK shows no signs of abating, and should represent nearly one-quarter of display spending and more than one-fifth of search by 2014, according to estimates from media investment management firm GroupM. In April, the Internet Adevertising Bureau UK published figures to show that the growth in digital advertising spend in 2012 was driven by mobile, which represented 53% of the overall growth in digital spend.

GroupM predicts total digital display spending to hit £1.40 billion ($2.22 billion) in the UK next year, making mobile worth 24.3% of that market, up from 19% in 2013. Search will reach £4.00 billion ($6.35 billion), with mobile’s share worth 21.4% of the market, up from 17.4% in 2013. In 2014, GroupM predicts mobile will account for 18.4% of the total digital market and while the digital sector will continue to grow strongly, mobile advertising will grow at almost 3.5 times the rate of the digital market as a whole.

The GroupM figures are below eMarketer’s forecast, which predicts mobile ad spend to hit £1.599 billion ($2.54 billion) in 2014, representing 23.4% of total digital spend; however, both forecasts concur on the strong growth of mobile.


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