FMCG, Retail Behind Soaring Mobile Ad Spend
Follow the money? How about follow the people. Or, better still, follow the mobile devices. That is what big brands in FMCG and retail have been doing as they push mobile ad spend to an astounding £203.2m in 2011. It is a 157% surge over the previous year, according to the IAB and PricewaterhouseCoopers. These brands are out to reach what comScore claims are the 58% of Britons who get content via apps or the mobile Internet each months.