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It’s not just the U.S. that is experiencing the explosive growth of mobile video. The UK is experiencing the same thing.

In fact, due to advertisers’ need to tap into people’s rising use of mobile to watch content, digital advertising grew at its fastest rate in nine years – by 17.3 percent (£10.3 billion) in 2016, reports the Internet Advertising Bureau UK (IAB/UK).

An IAB/UK/PwC Digital Adspend report notes that the last time annual growth was higher was in 2007, when it logged in at 38 percent.

As in most western countries, UK is now a mobile marketing nation.

“Almost half (48 percent) of UK internet time is now spent on smartphones and mobile ad spend rose 50.8 percent to £3.87 billion,” according to the report announcement. “Mobile now accounts for 38 percent of all digital ad spend, up from 4 percent just five years ago.”

Notably, mobile now accounts for 63 percent of video spend, 76 percent of Content & Native (including social media news feeds), and 79 percent of social media spend.

“Spend on mobile video ads more than doubled (up 103 percent) to £693 million – making it the fastest growing ad format. It accounts for 29 percent of the total growth in digital ad spend,” reports the IAB/UK.

Ad spend on social media sites grew 38 percent to £1.73 billion, accounting for nearly half (46 percent) of display. Social media spend on mobile alone grew 54 percent.

As in the U.S., the UK is also experiencing the rise of programmatic.

“The biggest change in how display ads are sold is the rise of programmatic direct, which now accounts for nearly half of sales,” said Dan Bunyan, a Senior Manager at PwC. “Right now, considerations such as brand safety mean the advertiser is rightly demanding more certainty in the placement of their ads and the industry is evolving quickly to find new solutions to address brands’ needs in this dynamic environment.”

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