Media Planning Toolkit: Planning for mobile

This article sets out the key issues in planning for mobile, and provides guidance for incorporating mobile into integrated communications plans.

Media Planning Toolkit: Planning for mobile

Tony ReganBrand Performance

Recent figures from the IAB show that mobile adspend in the UK reached £707m in the first half of 2014, taking it to 20% of total digital spend. Mobile grew at 68.4% for the equivalent period in 2013, while digital as a whole grew 16.6%.

Mobile adspend now accounts for 62% of Facebook revenue – in the short time since mobile advertising was 'turned on' in the platform in 2012 – and is around half of all advertising revenue in social media as a whole. More advertising money is spent...

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