Analytics on Mobile

A report from the IAB this week confirms that mobile advertising in the UK bucked all market trends, doubling in size on a like for like basis in 2008, increasing by 99.2% year on year.

Over the last year CPM prices have come down a long way as the volume of ad inventory has increased but there’s no doubt the number of mobile ad campaigns has increased significantly. 

There’s some interesting facts in there:

• UK mobile advertising market was worth £28.6m in 2008
• Spend was evenly split between display and search marketing
• These first mobile figures correlate strongly with the early days of online advertising 10 years ago.

We know from speaking to our clients that search marketing performs better than display advertising but it generates fewer click-throughs as fewer people search on their mobile handsets than view display ads.

This report comes from a well respected industry body and adds a level of realism.  I  have a copy of the IAB’s very readable “Guide to mobile advertising” which is available online.  As always make sure you are using an independent mobile web analytics solution to measure success for all your campaigns.

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