According to figures from the Advertising Association and Warc, nearly one in four pounds spent on UK advertising within the third quarter of 2017 was spent on mobile.
The total figure for the year, according to preliminary reports by the AA, is said to be over £5bn, marking a year-on-year growth of 30.7% for mobile spending alone.
Deasha, Social Account Manager at Run2, highlights that “even some advert styles can only be shown on mobile proving that ads are moving to a more mobile-friendly platform.”
Back at the beginning of 2017, many marketers predicted that more than a third of UK ad spend would be going to mobile by the end of the year, with digital’s share of total ad investment reaching 60%.
A large portion of the £5bn is being invested in video ads on social platforms such as Twitter and Facebook.
As 2017 neared its end, The Drum reported that video was “the fastest-growing ad format” with “35% of all spend going on display advertising.” And it doesn’t seem to be slowing down.
The monetary spending reflects the fact that more people are spending their time online, watching videos. In fact, the time people spend watching short video clips has almost tripled over the last three years. Specifically, on mobile.
Data from the AA report also showed that ad spend within internet as whole was up 9.9% year-on-year. This includes digital revenue for newsbrands, magazine brands, TV and radio broadcasters.
Overall, spending on UK advertising in the third quarter of 2017 rose by 3.5% year-on-year, meaning it has grown for 17 consecutive quarters.
But is the future mobile? It certainly seems so. With mobile ad spend continuing to increase, it would be a safe bet to assume advertisers will target their focus throughout 2018 and even into 2019 on mobile. Jack, PPC Manager at Run2, concludes: “It’s no surprise that mobile spend is increasing as customer experience is getting better on mobile.”