Digital ad spend is growing at its fastest rate for seven years, according to the Internet Advertising Bureau, UK.
Digital spend grew 16.4% to more than £8.6bn in 2015, despite the unpleasant widespread ad-blocking.
Mobile accounted for the vast majority (78%) of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn – or 30.5% of all digital advertising.
Video ad spend grew by 50.7% in 2015 to £711 million, and video spend on just mobile nearly doubled (98%) to £353 million. There was 50% growth in native and branded content, up to £776m, and a 45% rise in social media ad spend to £1.25bn.
The increasing array of devices through which people go online has helped digital ad spend hit another gear as advertisers look to reach them and time spent online increases.
Smartphones are the main driving force behind this as people increasingly use them for activities they used to do on desktop computers, from searching and shopping to social and watching video. – said Tim Elkington, chief strategy officer at IAB UK.
Each UK home has an average of 2.1 smartphones, 1.6 laptops and 1.4 tablets, according to the statistics.
Please visit the IAB / PwC Digital Adspend Study for more details.