Figures released this week by eMarketer suggest the advertising spend on mobile in the UK has grown 90% over the last year to £999m. Industry magazine The Drum interviews marketing leaders to gather their thoughts on the dramatic upswing.

A report from the Internet Advertising Bureau has revealed that UK digital ad spend has broken the £5bn barrier for the first time - a 12.5% surge of £607m from 2011's spend of £4.81bn.

Everything Everywhere, the mobile network forged via Orange and T-Mobile to launch 4G mobile internet in the UK, has posted some disappointing financial results which has seen turnover and revenues drop despite having a controversial monopoly of the UK's 4G market. The company's pre-tax losses rose from £113m in 2011 to £249m for 2012, with annual turnover down 1.7 per cent to £6.6bn.

The parent of the two well-known Telecom companies is set to launch their new 4G service under one unified brand, dropping Orange and T-Mobile to be incorporated as Everything Everywhere.