Mobile dominating search and ad spend, say GroupM

Media investment giant GroupM has predicted that UK mobile advertising expenditure is set to rocket in 2014, encompassing one quarter of total ad-spend and one fifth of paid search.

According to eMarketer:

(GroupM) predicts total digital display spending to hit £1.40 billion in the UK next year, making mobile worth 24.3% of that market, up from 19% in 2013. Search will reach £4.00 billion, with mobile’s share worth 21.4% of the market, up from 17.4% in 2013.

For the next 12 months, the WPP group predicts mobile will represent 18.4% of the total digital market - increasing at almost 3.5 times the rate of the entire digital market.



 
Just weeks ago it was revealed that UK mobile advertising spend was burgeoning on the £1bn mark following a 90% increase in 2012. With digital agencies and marketers spending greater amounts than ever before - smartphone adoption is at over 50% of the UK population - the snowball effect of mobile and online marketing is driving the UK's advertising sector as a whole.

With the UK's total ad-spend growing 2.4% to over £4bn, Chief executive of the Advertising Association, Tim Lefroy said: "A pound spend on advertising returns six pounds to GDP. These figures don't just reflect growing confidence, they represent an important investment in the recovery."