{"id":112661,"date":"2015-04-14T18:25:00","date_gmt":"2015-04-14T23:25:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/uk-mobile-digital-ad-spend-figures-for-2014\/"},"modified":"2024-12-21T05:53:47","modified_gmt":"2024-12-21T10:53:47","slug":"uk-mobile-digital-ad-spend-figures-for-2014","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/uk-mobile-digital-ad-spend-figures-for-2014\/","title":{"rendered":"UK Mobile Digital Ad Spend figures for 2014"},"content":{"rendered":"

As the latest UK Digital Ad Spend figures<\/a> are published for 2014 (courtesy of the IAB \/ PWC), it comes as no\u00a0surprise to see that the mobile advertising space continued to grow at an alarming rate – faster than any other channel.<\/p>\n

The UK spent \u00a31.625 billion on mobile advertising in 2014, demonstrating an increase of \u00a3604 million from 2013; that\u2019s a like for like increase of 63.4% in 12 months. As predictable as it is scary, it still shows the potential that has been missed and continues to be missed as companies from all sorts of sectors still try to avoid the obvious changes that they need\u00a0to make in order to retain or grow their market share in the evolving marketing space.<\/p>\n

As mobile ad spend in display now comprises\u00a047% of all mobile advertising budgets, we may see search being taken over as the top advertising medium for mobile devices within the next few years. However, as long as retargeting still needs people to search in the first\u00a0place and more people continue to search on multiple devices, including mobile phones, it\u2019s difficult to see when a tipping point may occur.<\/p>\n

Search spend on mobile increased from \u00a3581.3 million in 2013 to \u00a3836.9 million in 2014; a growth of 43.3%. Display is now hot on its heels, growing from \u00a3423.8 million in 2013 to \u00a3769.3 million in 2014; a growth of 96.2%.<\/p>\n

The key factor that may slow down this dramatic growth rate is the penetration of smartphones in the mobile market in the UK which is close to saturation point (78%). However the amount of businesses that are still not mobile friendly (because of the website, the UX or the lack of investment in understanding the measurement of success) is still ridiculously high.<\/p>\n

If you couple this with the fact that over 80% of all publishers remnant advertising \u00a0is still not being monetised at the point of publication, it\u2019s easy to see how mobile display advertising hasn’t really scratched the surface of its potential.<\/p>\n

So the publishing industry, (as reluctant as it is) is doing its bit to use and develop the newer advertising formats. Content,\u00a0Native<\/a>\n

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