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. The report also found that while advertising on social media platforms such as Facebook has been growing at an impressive rate, it remains relatively small compared with traditional TV advertising.
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.