Here's a fact to brighten up your day: mobile advertising grew by 166 percent to £83 million in 2010, up from £37.6 million in 2009. New figures from PwC/IAB show that the rate of growth is unprecedented and is a note of optimism in an otherwise hesitant online advertising landscape.
Here are some other take-home points from the study:B2B and specialist media are increasing their share of the mobile ad spend pie, including telecoms and financial publishers, albeit from a low base.Mobile search ad spend has tripled from 2009 to 2010, from £20.2 million to £54.9 million.Mobile display spend was up 61 percent to £28.1 million, up from £17.4 million in 2009,Mobile display ads, all those banner ads, text links and flashing things that you all ignore, rose 62 percent to £23.7 million.Pre- and post-roll ads rose 492 percent to grand total of... £1.1 million (translation: people didn't used to have rich video-enabled phones, and now they have iPhones and Android phones).Entertainment is the biggest sector with 32.9 percent of mobile display ad spend, automotive is the smallest with a piddling 6.5 percent.
And the usage is, of course, through the roof. Smartphone ownership was up 58 percent year on year in 2010 to encompass 38 percent of the population – according to December figures from ComScore.
And we've not even mentioned tablets yet. Here's what Dominic Jacquesson, author of our new research report on mobile media strategies, says of them:
"When Apple released its Q4 2010 sales, it revealed iPad sales of 17 million in the nine months since launch. It took the iPhone 21 months after launch to reach the same point. Every major analyst tracking Apple has under-estimated the success of the iPad, despite all the hype, and we can now expect sales estimates for 2011 to notch up once again.