The adoption of smartphones helped the mobile advertising market grow by 116% to £83m in 2010, according to a new report.
That year on year growth figure comes from the third annual IAB and PwC mobile study, which records the dramatic change in how consumers are more readily using mobiles to access media.
Advertisers’ spend on search on mobile has nearly tripled from 2009, going up from £20.2 million to £54.9 million.
Display advertising in the form of banner ads, text links, and tenancies experienced a rise of 62% to £23.7 million, from £14.6 million in 2009.
The mobile format of pre-and post-roll adverts also experienced a rise of 492% to £1.1 million, up from £0.2 million in 2009, showing that advertisers are taking advantage of smartphones’ rich media opportunities.
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