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IAB UK reports an increase of £6.88 billion in 2018 for phone ads compared to £38 million in 2009

Digital ad-spend in the UK rose by 15% to more than £13.4 billion in 2018, with smartphones having 51% of the total share of the ad budget. This shows increased spending of £1.65 billion from the previous year.

Consumers spending more time on their smartphones has complemented the growth of display video ads which has led to an increase in digital ad-spend. A recent study by UKOM shows that 65% of people spend their time online from smartphones

The increase in the number of smartphone users has led to an increase in the digital ad spend as well. Chief Digital Officer for IAB UK, Tim Elkington, said, “Seeing mobile now account for more than half of all digital spend is a significant milestone”

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