Prodo – Leading text message agency in Chester
Businesses are spending more on mobile advertising according to a new study, which found year-on-year spending in the area increased by 99.2 per cent in 2008.
The research by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC) showed that mobile advertising was worth £28.6 million last year, exceeding industry expectations.
According to the study, which was the first of its kind in the UK, paid-for-search mobile advertising accounted for 14.4 million of the area spend – just over half of the total.
IAB attributed the faster-than-predicted growth in the sector to the ability of marketers to target consumers and see an immediate return on investment.
Eva Berg-Winters of PWC said mobile advertising had shown impressive, steady growth in an overall declining market.
"The way has been paved by online advertising, which combined with the rapid uptake in mobile internet usage, will ensure it becomes a very powerful advertising medium over the next few years," she added.
According to ComScore, 45 per cent more marketers ran mobile banner campaigns in the six months to March than in the previous six months, Clickz reports.
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