Driven by digital growth, the U.K. advertising market expanded by 5.8 percent to £18.55 billion (US $27.6 billion) in 2014, the largest increase since 2010, according to a recent study, which forecasts that the market will surpass £20 billion (US $29.8 billion) in 2016. Internet advertising—including mobile advertising—grew by 15 percent to £7.19 billion (US $10.7 billion), followed by TV, up 5.8 percent to £4.91 billion (US $7.32 billion). Mobile advertising alone increased by 58.9 percent to £1.62 billion (US $2.41 billion). Internet and mobile advertising are projected to reach £8.13 billion (US $12.11 billion) and £2.33 billion (US $3.47 billion), respectively, this year and £8.99 billion (US $13.4 billion) and £3.13 billion (US $4.66 billion) in 2016.
The huge growth and even greater growth potential of mobile advertising in developed markets such as the U.K. should be recognized and monetized by mobile operators. Of all the sectors surveyed in this study, mobile advertising grew the most by far. Partnering with advertisers, helping them tailor and direct content to specific subscriber bases and judiciously engaging in consumer tracking are all essential ingredients for successful MNO strategies in the mobile ad marketplace.