The UK mobile ad display spending is expected to account for a quarter of overall advertising spending, and over one-fifth of search by 2014, according to a new report from GroupM.
The media investment management firm projects that the country’s overall digital display spending is expected to reach £1.4bn by 2014, with mobile capturing 24.3% of the market, reporting a 19% rise over 2013.
By the forecast period, the search is expected to reach £4bn, with mobile accounting for 21.4% of the market, up from 17.4% in 2013.
GroupM also predicts that mobile would account for 18.4% of the overall digital market, with the mobile advertising expected to grow at about 3.5 times the rate of the overall digital market, as the digital sector is expected to report continuous strong growth.
During April 2013, the Internet Advertising Bureau UK reported that the rise in UK’s 2012 digital advertising spend was mainly driven by mobile, representing 53% of the overall growth in digital spend.
However, eMarketer forecasts that mobile ad spending would hit £1.599bn in 2014, which represent 23.4% of overall digital spending.