Spending on mobile advertising rose by 99.2 per cent in the UK last year, new figures have shown.
The latest report from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) reveals that £28.6 million was spent on mobile ads by UK marketers in 2008.
About 50.2 per cent of this spending - equivalent to £14.4 million - was allocated to pay-per-click (PPC) advertising.
Meanwhile, the remaining 49.8 per cent of expenditure was accounted for by mobile display ads, which included banners, text links, pre and post-roll ads and in-game formats.
The study did not include SMS or MMS production and delivery costs as it was solely focused on mobile media.
"Over the past 12 months the marketplace has been buzzing with anticipation about this exciting new channel," remarked Guy Phillipson, chief executive of the IAB.
"Now is the perfect time for brands to dip their toes in the water to see for themselves how effective and complementary mobile advertising can be."
The IAB and PwC released research earlier this year revealing that total online marketing spending reached £3.3 billion last year, up 17 per cent compared with 2007 and representing one-fifth of all UK expenditure on advertising.
PPC ads again dominated the sector last year, accounting for three-fifths of all online spending, the report said.
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