Firms spending more on mobile marketing
Tuesday, 27, Apr 2010 11:11
New figures have suggested that mobile marketing expenditure is continuing to increase in the UK.
According to the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers, mobile marketing spending rose by 32 per cent to reach ã37.6 million last year, the Independent reports.
Paid-for mobile search ads accounted for the bulk of this expenditure at ã20.2 million, with display ads attracting ã17.4 million of spending.
IAB head of mobile Jon Mew noted that 23 per cent of all time spent on the web can be attributed to people accessing the internet through a mobile device.
"Consumers are driving it, really. Consumer usage of mobile media has increased rapidly over the last few years," he remarked.
Another report from the two organisations recently revealed that overall online marketing spending reached ã3.54 billion last year.
Again, paid-for search engine marketing represented much of this expenditure, with other popular platforms including mobile and online video.
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