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Digital ad spend climbing in UK


Digital marketing recruitment has enjoyed a massive boom over the last decade, with an increasing number of companies turning their attentions to their online and mobile portfolios in a bid to draw in a new generation of consumers who engage with brands through the internet.

This is underlined by figures from the Internet Advertising Bureau (IAB), which recorded a spend of less than £200 million on online advertising in 2002 - a figure that crossed the £5 billion mark in 2012, highlighting the precipitous rise of the industry.

It recorded a new high of £5.42 billion over the course of the year, moving up by 12.5 per cent on 2011, according to the IABs latest report, conducted by PricewaterhouseCoopers.

A major factor in the rude health of the industry was mobile, which has taken up a central role in ad spend as smartphones become the norm across the UK and more people trust the devices as shopping channels.

Mobile drove over half the growth in spend over the course of 2012 and now accounts for some ten per cent of digital marketing budgets, the IAB declared.

Tim Elkington, director of research and strategy at the organisation, claimed that the new 'always-on' nature of consumers has become a key part of the thinking of marketing directors, who recognise this as a major opportunity.

"There's simply so much buzz around mobile. In the last six months, 20 more of the UK's top 100 advertisers have produced mobile-optimised websites [and] 4G mobile ultra-broadband is enabling a new era of richer content consumption with tablets predicted to outsell PCs in 2013," he added.

With smaller firms now getting in on the act when it comes to m-commerce and mobile acting, it seems clear that marketers will need to focus on this area over the coming years as it continues to expand.

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