In Western Europe, the UK takes the lead in the mobile ad market

Mobile spending will continue to be the fastest-growing digital advertising format in the coming years by registering a two-digit growth year over year.
In this exploding market, the UK is by far the most advanced country in Western Europe by representing a 50% share of spending in 2012.

In the UK, mobile now accounts for 9.7% of all digital advertising spend compared to only 4% in Germany (Sources: IAB UK, eMarketer, April 2013).

The UK is also expected to register the highest growth rate this year (+90%) compared with a Western European average of 80% (Source: eMarketer, April 2013).