Mobile Ad Spend Increases To 36.7m Pounds

Mobile Advertising Revenues

According to the IAB and PricewaterhouseCoopers (PwC) latest figures for 2008 to 2009 showed an increase of 32% with brands from the entertainment, media and telecoms sectors spending the largest amounts on the medium.

The report said mobile advertising spending in the UK continued to grow each quarter in 2009 from £28.6m in 2008 to £36.7m in 2009 despite a contraction in the wider advertising market. Entertainment & media companies contributed to 61.5% of all mobile advertising revenues and traditional telecom companies contributing to 14.7% in 2009.

Wider Advertising Market

Head of mobile at the IAB, Jon Mew, said the growth in mobile advertising in the context of the downturn in the wider advertising market was unexpected. “The growth was better than we had hoped for” given the economic downturn.

Alex Rahaman, head of mobile at ad sales house Unanimis, said that media and entertainment companies contributed so much to the overall figure because the definition included a broader number of companies, such as ringtone providers, mobile video providers and games. “I think that mobile gaming would have driven that a lot,” Rahaman said. However, the mobile ad market has been growing rapidly in recent months following significant progress by major companies including Google and Apple.

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