Mobile ad spend in Britain has increased 127 percent year-over-year to take up 14.1 percent of all digital spending, according to a report coming out today from the Internet Advertising Bureau UK and PwC.

The biannual report also found that mobile video advertising is up 1,260 percent. Additionally, consumer goods has taken over entertainment/media as the biggest mobile display advertiser, almost doubling its share in a year.

?Mobile usage is growing enormously ? in the UK non-PC traffic has risen from 9 percent to 25 percent in the last 12 months,? said Tim Elkington, director of research and strategy at the Internet Advertising Bureau UK, London. 

?Faster connections and the launch of 4G, combined with the growing quality and effectiveness of mobile advertising, has led to more brands to use mobile as an advertising platform,? he said.

?Brands need to be aware that more and more of their advertising and content is viewed on mobile. Mobile video offers premium branded inventory to a really engaged audience.?

Mobile display
The total mobile market in Britain in the first half of 2013 was 689 million dollars, compared to 301.99 million dollars in the first half of 2012, yielding the 127 percent YoY growth.

Within mobile ad spend, search made up 63.1 percent of the share, and display made up 35.1 percent.

Content sponsorship went down 16 percent, and the remaining display formats went down 9.8 percent.

When it came to how different sectors were using mobile, consumer goods took the lead with 27 percent of the market?s mobile display ads, while entertainment and media was at 23 percent. Retail and telecoms both came in third place with 9 percent.

In the first half of 2013, mobile made up 14.1 percent of digital, while last year it made up only 9.7 percent.

Mobile video
In addition to mobile video increasing from 2.73 million dollars to 36.93 million dollars for the 1260 percent YoY growth, standard display increased from 74.01 million dollars to 201.17 million dollars for a 172 percent YoY growth.

According to Mr. Elkington, mobile apps such as BBC?s iPlayer and SkyGo, which enable consumers to download and watch programs, have helped drive this growth.

The report also looked at tablet advertising and found that 16.86 million dollars were spent on tablet display advertising, compared to 3.85 million dollars last year.

?Whether brands are ready for it or not, consumers are increasingly browsing their sites and searching for them using mobile devices,? Mr. Elkington said. ?There's no option but to go mobile now, consumers already have.

?Mobile advertising also offers brands new opportunities from location-based services to delivering offers to consumer?s pockets that just simply couldn't exist before.?

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York