UK Mobile Ad Spend up 40 per cent in Q3 2015

Kiosked Tablet Banner Ad UnitMobile ad spending in the UK continued to rise in Q3 2015, driven by large scale events like the Rugby World Cup, along with the beginning of seasonal spending by retailers in preparation for the Christmas period.

Mobile ad spend increased 40.2 per cent compared to Q3 2014, with digital spending overall growing 13.2 per cent year-on-year. Mobile accounted for 29 per cent of total digital spending, up from 23.5 per cent during the same period in 2014.

Internet advertising is predicted to have grown 13.5 per cent in 2015 overall, with mobile up 45.2 per cent. Growth is predicted to continue in 2016, with 11.3 per cent and 35.3 per cent forecast respectively.

Looking at the ad industry as a whole, spending was up 6.8 per cent year-on-year, according to data from the Advertising Association/Warc Expenditure Report. Total spending reached £4.64bn, the strongest ever third quarter spending on record, with television spot ad spending up 10.8 per cent, exceeding £1bn for the first time ever in the third quarter.

Cinema ad spending grew 21.7 per cent year-on-year in Q3, with Q4 also expected to be strong thanks to the release of new James Bond and Star Wars films during that period.

“This is the ninth successive quarter in which advertising growth ahead of GDP has helped to fuel the wider economy,” said Tim Lefroy, chief executive of the Advertising Association. “With growth of 5.6 per cent expected this year our adspend forecasts remain surprisingly strong.”