The UK mobile advertising market is projected to nearly double in 2013 to £1bn, reporting a 90% rise from £526m spent during 2012, a new report from eMarketer has suggested.
The rapid growth has been fuelled by UK’s solid mobile internet audience and strong smartphone and tablet adoption rates.
The research firm forecasts that the UK digital ad market will reach almost £8bn by 2016, with mobile advertisement set to account for about £3bn of the overall market.
According to eMarketer, the digital ad spending, which includes online and mobile formats, will grow by 12% through 2013 and £6.1bn, with investments to surpass £7bn by 2015 and £8bn by 2017.
eMarketer communications VP Clark Fredricksen said that major ad platforms have improved mobile ad products to advertisers over the last two years, which has helped in redistribution spending on their platforms from desktop to mobile.
"Two years ago Facebook and Twitter had no mobile ad business," Fredricksen said.
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"Today the companies earn between a third and half, respectively, of all revenues from mobile ads."
During the year, each UK internet user is anticipated to spend about £127 on digital advertising, which is more than four times the global average and beyond the amount spent by advertisers in the US.
Overall media ad spending is expected to reach £13.98bn during 2013, reporting a 3.7% rise from 2012.
Facebook UK is expected to generate £279m in overall digital ad revenue in 2013, with Goggle anticipated to make £2.65bn in search and display digital ad revenue during the year.
