A recent UK study on digital ad spending found that it’s been increasing rapidly in the market, as shown by numbers taken in the first half of 2014. The study, conducted by the IAB UK and PwC, put the increase at 16.6% in that time period, culminating in a total of approximately $5.6 billion in spend.
To break it down, mobile accounted for 20% of all digital advertising dollars in the UK, with mobile video ad-spend alone rising 196% year-over-year. Overall, video advertising on the web and mobile grew by 59% year-over-year to £202 million during the first half of 2014, according to the study.
This all comes with the UK trending toward watching more TV programming on digital platforms than ever before. The IAB UK study cited data by YouGov, which shows that 73% of Brits with internet access watched traditional TV shows online in the past half year — 78% of those in Scotland did the same.
For its findings, YouGov surveyed 2,065 adults in the UK. Other numbers came from comScore MobiLens, which looked at three months worth of data in the UK up until August of this year.