UK Mobile advertising is booming says new analyst report

Sub £30 million market

These landmark figures tell us the real value of the mobile advertising industry. Now w can chart the medium's growth with confidence

Mobile ad revenue has doubled in the last year as more brands test the water with mobile web portals.
But half of it was spent on search advertising, rather than old fashioned ads. So creativity is being sacrificed for search engine nerdiness.

Mobile advertising reached £28.6 million in the UK, according to a report by research by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers.
A report in the excellent Mobile News says investment in mobile advertising grew faster than predicted during the period. Mobile display advertising, such as banners, text links, and in-games accounted for 49.8 per cent of all mobile advertising totaling £14.2 million.
Around half (50.2 per cent) of advertising was spent on paid-for search advertising amounting £14.4 million.
The IAB and PricewaterhouseCoopers released a study in 1998 which indicated the internet advertising market was worth £19.4 million, but in 2008 online advertising rose to £3.35 billion, which accounted for 19.2 per cent of all advertising expenditure.
The IAB is launching one of those 'How To' guides, with tips on briefing, planning and executing marketing campaigns.
"The sector is in its infancy but is considerably bigger than the market was expecting,” said IAB head of mobile Jon Mew. “These landmark figures tell us the real value of the mobile advertising industry. Now w can chart the medium's growth with confidence."
IAB chief executive Guy Phillipson has been buzzing with anticipation about this exciting new channel. “Now is the perfect time for brands to dip their toes in the water, to see for themselves how effective and complementary mobile advertising can be," he said.

"The rapid uptake of mobile internet makes it a powerful advertising medium over the next few years," said Eva Berg-WintersPricewaterhouseCoopers LLP .