Mobile Advertising Spend Reaches £1bn
There’s no real surprise in the fact that mobile advertising spend in the UK has doubled year on year – reaching nearly £1bn. It has been consistently doing this and more for the last few years now.
Companies have looked to open up their mobile advertising revenue streams, realizing that the market will increase as more and more of the UK population become smartphone owners. Advances in technology and services (4G for example) see users being delivered more of what they’re after – be it Search, Editorial, VoD etc.
From ITV’s own point of view, we have certainly seen a dramatic uptake in the number of users enjoying our content using their mobile devices, with tablet use quickly becoming the majority second-screen platform. The ITV Player App now stands at over 8m downloads since launch in July 2011, and all across itv.com areas are being optimized for mobile consumption. We create apps for our biggest shows like Britain’s Got Talent and The X Factor (seeing over 1m downloads every year per app) that give exclusive content as well as the ability for the user to play along live with the show, The infamous “Buzzer” function for BGT – which sees anything up to 1 in 3 users interacting with the show live, still gets thousands of buzzes per week even when the show is off air…
With commercial opportunities including Content Partnerships, App Sponsorship and Ad Sync, all the way down to Standard and Rich Media display formats, it looks like it’s going to be “The Year of Mobile” – for many years to come!
Find out more about mobile opportunities at ITV