According to a recent survey, the UK mobile advertising market has achieved an impressive 32% growth despite a contraction in the overall advertising market. Mobile advertising targeted at UK mobile users has jumped to a record £37.6m last year, though it shared just 1% of the total digital advertising market.
Though many companies decided to refrain from investing in mobile ads during this period, the companies that did invest saw a real benefit, earning a maximum return on their investment from this well targeted and more personalised form of advertising.
Eva Berg-Winters, at PricewaterhouseCoopers said, "There were two distinct approaches from advertisers and publishers. They either cut spend or continued to invest and develop their use of mobile with a view to coming out on top following the downturn."
Jon Mew, The Head of Mobile at the IAB said, “Consumers are driving it, really. Consumer usage of mobile media has increased rapidly over the last few years with 23% of all time spent accessing the Internet done on a mobile device."
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