UK mobile ad spend is expected to top £2bn this year, up 96 per cent from the £1.03bn in 2013, eMarketer research has found.
Mobile will account for 13.4 per cent of total media spending this year, compared with 13.6 per cent for newspapers, the research found, although mobile is predicted to overtake print in 2015, accounting for 20.5 per cent of all spending vs. 17.0 per cent.
Between 2014 and 2018, magazines and newspapers will lose a combined £276m in advertiser spending, it is estimated.
Predicting that mobile will claim almost 40 per cent of total paid media spending in the UK, eMarketer also suggests that the mobile channel is driving the bulk of digital ad growth in the UK.
More than half of all digital ad dollars will go toward search formats, while spending on display formats will amount to one-third of the UK's digital ad market. Display revenues from Google, Facebook and Twitter are each expected to rise significantly in the coming years.
The forecast from eMarketer estimates that mobile will account for nearly 30 per cent of all digital ad spending this year, with this figure rising to more than half by 2016.