Internet advertising in Britain jumps to £3 billion in first half
Ad spending on mobile phones alone surges 127 per cent
Spending on internet advertising in Britain jumped by nearly a fifth in the first half of this year to £3 billion (HK$37 billion), lifted by mobile video ads and marketing on social media by brands cashing in on signs of economic recovery.
Spending on mobile phones alone rose 127 per cent to £429.2 million from the year-ago period, according to a report by the Internet Advertising Bureau (IAB) on Monday.
Britain has led the way in moving advertising from print media and radio to the web, boosted by the high take-up of broadband and the popularity of smartphones and tablet computers that can access the internet on the go.
More than two-thirds of Britons own smartphones, according to a report earlier this year by technology company MobiLens.
Brands selling consumer goods such as clothing, food and jewellery became the biggest users of mobile advertising, almost doubling their share to 26.8 per cent from 14.5 per cent, the IAB said.
“People are spending more and more of their lives online,” said Tim Elkington, the IAB’s director of research and strategy.
“Advertisers spent almost 1,300 per cent more on mobile video than a year ago,” he said.