According to a new report released by the Internet Advertising Bureau and PricewaterhouseCoopers, mobile advertising spending in the UK increased by 157% from 2010 to 2011, The Guardian reported. Spending climbed from £83 million in 2010 to £203 million in 2011, the article said.
Mark Sweney of The Guardian attributes the rise in spending to the increased popularity of 3G and Wi-Fi, as well as the use of targeted advertising through mobile.
According to the article, the report also found that display advertising had the highest percentage increase, up 186% from 2010. Display advertising has risen drastically since 2008, the year mobile apps became widely available, and mobile search advertising has also increased by 145%, the article said.
Mobile Marketing reported last year that mobile ad spending in the UK doubled from 2009 to 2010, including vast increases in mobile search advertising and display advertising.
As we previously reported, a 2011 comScore study showed the UK had the highest percentage of news website traffic from mobile devices.
The UK isn’t the only region that has seen gains in mobile usage. As we reported yesterday, the 2012 State of the Media report released by the Pew Research Center’s Project for Excellence in Journalism revealed that a large portion of American adults now own and get news from mobile devices. The survey found that of Americans who own a laptop or desktop computer, 52% also own a smartphone and 23% also own a tablet.
Perhaps another factor contributing to the increase is the fact that mobile advertising metrics are becoming more readily available to marketers. Conde Nast, for example, recently announced that it would be releasing subscription and single-issue sales information for its tablet editions, as previously reported.
In other words, publishers are beginning to find ways to quantify a once-uncharted advertising realm.
Advertising revenue for the news industry in general, however, has recently fallen flat. According to the Newspaper Association of America, total ad sales decreased by almost $2 billion at US newspapers in 2011, as previously reported.
The continued increase in mobile ad spending could be encouraging for news publishers who hope to earn ad revenue from their tablet and smartphone digital editions. With consistently rising ad revenue in mobile, as well as sharp drops in traditional print advertising, mobile is poised to lead news publishers into an era of digital-first journalism.