Mobile helped push social media ad spend up by 65 per cent in the period, according to the report which was conducted by PricewaterhouseCoopers (PwC).
The uplift shows that advertisers are starting to see mobile and social as one in the same. Brands have struggled to fit their media strategies around the ubiquity of mobile but the findings suggest a stronger understanding of how the two channels can work in tandem to monetise those behaviours.
So much so that mobile pulled in nearly a quarter (23 per cent) of digital ad spend in 2014, found the study, which propelled digital spend to a record £7.2bn in the period, a £936m increase on the previous year. Brands such as Tesco, Disney, Seat and Lego have upskilled their mobile expertise over the last 12 months, according to a separate IAB study, highlighting the channel’s influence beyond retail.
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