27% of total UK spend on advertising in 2016 is expected to be mobile, according to a report.
With a predicted rise to 35% (£4.58bn) from last year's 21.2% share, mobile ads have overtaken TV with a 24.6% share of the UK media spend, says eMarketer.
The rise of digital advertising Image: kaboompics |
The overall UK media market in 2016 shows a 53.1% share for digital while the declining market in print advertising is showing figures like 10% for newspapers and 3.9% for magazines.
Desktop has been overtaken, with a predicted £3.7bn by 2020 compared with £8.99bn for mobile.
Bill Fisher, an eMarketer analyst, said: "Adspend tends to follow eyeballs, to a degree, and with mobile time accounting for an ever greater proportion of the average UK consumer's media day, it's little wonder that mobile ad spend has hit this milestone and is driving the digital total."