Ad mobility

UK mobile advertising spending in the third quarter of last year was higher than that for TV for the first time. Mobile expenditure is being driven by advertisers looking to reach consumers via search results and social feeds, according to the latest Advertising Association/Warc advertising spend report.

The vast majority of mobile display spend is directed towards advertising on social media, which spiked 45% year-on-year. Early estimates for the full year put total mobile ad spend above £5bn.

Interestingly, national news brands’ digital revenues rose 21.5% in the third quarter.

“While this was not enough to offset print losses during the quarter, the total market contraction of 5.1% was the best performance in three years, suggesting a slight easing of the intense business pressures news brands are facing,” the report says.

There was a 13 percentage point rise in trust in traditional media in the UK last year, with over 6o% of people saying they trust these sources.

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