LONDON: The number of ads served to mobile phone users rose by 61% worldwide in the last three months, with consumers in Asia generating the highest number of impressions overall.

BuzzCity, the mobile advertising network, delivered 12.8 billion exposures across the globe in the second quarter of this year, a trend driven by emerging markets.

More specifically, some 4.3 billion ad requests were recorded in Indonesia, which was followed in the rankings by India on 2.2 billion.

The US, South Africa and Vietnam closed out the top five, but the UK slipped to eighth, falling 17% to 191 million.

Britain is now behind both Canada and Kenya in terms of ad requests, according to Buzz City's analysis, which covered a total of 2,500 publishers.

Sports brands like Adidas and Puma increased their mobile advertising activity during Q2, in preparation for the FIFA World Cup in South Africa.

Data sourced from Marketing Week; additional content by Warc staff