UK mobile internet advertising expenditure stood at £5,222.6m in 2017, according to data from the Advertising Association/WARC Expenditure Report and the Internet Advertising Bureau (IAB). This represents a year-on-year increase of 37.3% from 2016, when total spend amounted to £3,804.6m. The sector accounted for a 43.2% share of total UK internet adspend in 2017, and is rapidly capturing share from desktop internet.
When considering mobile advertising expenditure by format in the UK, data show that search marginally accounts for the biggest share of spend, having overtaken display for the first time in 2016. Search was valued at £2,622.7m,...