IAB: mobile ad spend up 132% to £181.5m in first half of 2012

By: RH

The Internet Advertising Bureau is out with numbers and econsultancy.com broke them down.

Mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period last year and now accounts for 7% of all digital ad spend.

The figures comes from the latest Internet Advertising Bureau UK (IAB) advertising expenditure report conducted by PwC, which says the increase has been largely fuelled by the increase in smartphone ownership.

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This growth in mobile advertising continues to move along and as more people are accessing the net through mobile it has an impact on domainers and web developers.

In an interview we did with Donny Simonton from parking company Voodoo, he stated that,

"We usually classify traffic into 4 categories, desktop, tablets, smartphones, and dumbphones.  Desktop and Smartphone traffic are usually on par with each other as far as RPM goes.  Tablets usually have the highest RPM and Dumbphones have the lowest.

Mobile traffic has definitely been increasing since the beginning of the year, but desktop traffic has been staying very steady as well.  I would have expected to see a drop in the percentage of desktop traffic when there was an increase in mobile traffic.  But overall, the numbers continue to go higher month over month."

For website developers they need to make sure their website gives the same enjoyable experience on a mobile phone as it does on a desktop or laptop.