Apps and tablets drive advertising sales

Thanks to healthy sales in tablets and their associated applications the amount of money spent on mobile advertising in the UK increased by an impressive 157 percent in 2011.

Sales on mobile advertising reached £203 million in 2011, up from just £83 million in 2010 as customers increasingly spread their time between a range of platforms including laptops, tablets and mobile phones.

According to the Internet Advertising Bureau’s (IAB) Mobile Adspend Survey the most marked increase was seen in the amount of money spent on display advertising which rose by 186 percent to £68.9 million, accounting for a third of the total mobile ad spend. While 54 percent of all mobile display advertising was now on apps, with the rest being spent on ads that appear when users access mobile internet browsers.

The result comes as further figures reveal that more and more users in the UK are using their mobile phones to purchase goods online, with a quarter of those surveyed by the IAB saying that they had.

Director of mobile and operations at IAB, Jon Mew said that thanks to the increased use of different platforms m-commerce was now one of the most important ways for a company to interact with its customers. “With 26 million smartphone owners in the UK, the opportunities for brands to interact with consumers in a more innovative way are endless,” he said.

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