UK advertisers invested more than £1bn in out-of-home campaigns during 2014.
Q4 was the biggest ever, with revenues close to £300m for the first time.
The growing representation of digital inventory in media owners’ portfolios continues to pay dividends as digital out-of-home now accounts for more than 28% of the total revenue within the medium.
Growth in mobile commerce
Data from Ipsos and PayPal shows that mobile shopping is growing at nearly four times the rate of overall online spending in the UK.
From 2013-2016, the UK average compound annual growth rate for mobile spend is projected at 36% vs. 10% for overall online spend.
However this is mainly due to the relatively small base size for mobile commerce.
As a percentage of UK online spending, smartphone shopping accounts for on average 8% of online spending while shopping on tablets accounts for only 6%. In comparison, laptops, desktops and notebooks together account for 86%.
Digital to account for 50% of UK adspend in 2015
Half of UK advertising spend in 2015 will go on the internet and mobile devices, according to data from Strategy Analytics.
Nearly £8bn is forecast to be spent on digital advertising in 2015 – over twice that spent on TV (£3.8bn, 24% share).
Print follows at £2.5bn (16%), outdoor at £910m, radio at £492m and cinema will account for the remaining 10% (£179m).
UK app revenues
New research from App Annie shows that while the number of app downloads rose 5% in the UK during 2014, the revenues being generated were up 30%.
Games are the most popular type of app, but people are increasingly using media apps for reading newspapers, watching TV or listening to music.
For example, among the top ten non-gaming apps, by revenue, were three newspaper apps from the Guardian, Times and Telegraph.