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Mobile ad spend increased 157% year on year - IAB and PwC


By The Drum Team | Editorial

March 20, 2012 | 2 min read

Mobile ad spend increased by 157 percent from £83m in 2010 to £203m in 2011, according to a new report.

Published today by the IAB and PricewaterhouseCoopers, the report also claims that consumers are responding to mobile advertising now more than ever.

It quotes figures from InMobi, the largest independent mobile ad network, qhich claims to have seen a 358 percent growth in ad impressions on its European network in the last quarter of 2011.

InMobi says its mobile ad impressions rose from 6.7bn in Q4 2010 to 30.7bn in Q4 2011, with smartphone impressions surging in 2011 due to the huge growth of in-app ads.

In the 90 days to February 2012, InMobi saw European monthly mobile ad impressions grow by 63 per cent from 24.1 billion to 39.3 billion.

Limvirak Chea, director of business development at InMobi, said: "These advertising spend figures are very encouraging for the industry and we know from our own research that consumers are becoming ever more reliant on their mobile devices. On any given day, mobile web users spend 27 per cent of their media time on mobile, more than they do on TV.

"Not only have we seen a significant increase in the number of ad impressions on our network, but we know that two thirds of mobile users are now as comfortable with mobile advertising as they are with that on TV or online, and it is increasingly recognised as a powerful medium in the purchase decision process. Indeed, almost half (42 per cent) of consumers say that mobile advertising has introduced them to a new product or service.

"Mobile devices are redefining the media landscape across the world. We will continue to see these trends rapidly accelerate in 2012 as consumers rely ever more heavily on their mobile device. Advertisers are now on board with this trend and we expect to see strong innovation in this space as consumers spend more time on mobile devices and less on PCs."

Mobile phone image via Shutterstock


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