Online and Mobile Advertising set to Grow in the UK

In recent years the spending that has gone into online and mobile advertising has not only increased each year, but has increased by a greater amount each time. A great deal of this is down to the increase in smartphone sales which is increasing what is quickly becoming known as "second screen usage".

This "second screen usage" is a growing phenomenon, with now over 50% of the UK owning a smartphone and with the increase in sales of tablet devices and other touch screen technologies people have easier access to the internet on the go and most importantly, away from their computers. This is where they can be exposed to more online and mobile advertising, on their "second screen". Brands interest in mobile advertising as well as online has now soared because of this.

Mobile advertising in the UK is now said to be worth £203.2million, showing a like for like increase of 157% from last year. Display advertising increased from £28.1million in 2010 to £68.9million in 2011 displaying an increase of 186%. Comparing these stats to those in 2008 when mobile display advertising was worth only £14.2million, it's clear to see that the increased value of mobile advertising is only going to rise.

In 2011, the online adspend in the UK saw its biggest increase in 5 years by increasing by 14.4% to a record high of £4,784million from £4,097million the previous year, showing an increase of £687million.

A quarter of the UK marketing economy is now taken up by digital spending growth which will continue to grow throughout 2012, which is forecasted to be the biggest growth to date. With the number of consumers that own smartphones increasing year on year, online and mobile adspend looks to have a big few years ahead, but when the smartphone and tablet market becomes more saturated in years to come, this figure may begin to plateau.

Written by Jason John Mills