Mobile Ads grow more than expected

The UK's mobile advertising spend rose higher than expected in 2008 to £28.6 million (E32m), according to a study from the digital marketing trade body Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC). Spending doubled in size on a like for like basis in 2008, jumping 99.2 percent year on year, as more British brands invested in the medium, driven by better targeting, immediacy and return on investment, the report said.

Mobile ad spend was divided evenly between mobile display advertising (49.8 percent) and paid-for-search advertising on the mobile web 50.2 percent. Mobile display, which includes banners, text links, tenancies pre/post roll and in game ads, accounted for £14.2 million in 2008, while paid-for search reached an estimated £14.4 million.

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