Rising internet advertising saw growth in mobile ad spend reach its highest point in over two years in H1 2016 , prompting the IAB to warn brands that there is " no longer a hierarchy of screens " and that content should be tailored to where their audience is rather than assuming either desktop or mobile is more effective . A report by PwC showed that mobile ad budgets increased 56 % to £ 1.7bn ( $ 2.1bn ) in H1 2016 , with 36p in every penny spent on internet advertising going on 5 – up 4p in the past two years .
Rising smartphone usage saw growth in mobile ad spend reach its highest point in over two years in H1 2016, prompting the IAB to warn brands that there is "no longer a hierarchy of screens" and that content should be tailored to where their audience is rather than assuming either desktop or mobile is more effective. A report by PwC showed that mobile ad budgets rose 56% to £1.7bn ($2.1bn) in H1 2016, with 36p in every pound spent on internet advertising going on smartphones – up 4p in the past five years.