IAB UK: Mobile advertising spend more than doubles to £203 million

Brands invest in display ads as apps and smartphones spark rich media growth. New era of "dual" and "triple screeners" attracts advertisers to mobile devices. More than half of all display advertising is on apps.

Advertising on mobile devices rocketed by 157% in 2011, to a new high of £203.2 million, according to the annual IAB and PwC mobile advertising spend study.

With smartphone ownership standing at 53% of the UK population**, the proliferation of touchscreen technology, 3G, and soaring tablet sales have sparked a surge in interest from brands, especially in the Retail and Consumer Goods (FMCG) sectors.

The rapid take up of apps and social media, fuelled in part by cheaper data tariffs, has created a new generation of "dual" and "triple screeners" – 51% of Britons now watch TV while surfing the internet using tablets, phones or laptops.

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