A recent study has revealed that mobile accounted for over half of all social media spending in 2014.
According to the latest Digital Adspend report from the Internet Advertising Bureau (IAB), which was carried out by PricewaterhouseCoopers (PwC), website marketing firms have been keen to keep up with the times. By enabling their adverts to be seen on the numerous handheld devices that are available today, many marketers have been especially focused on social media.
It was found that mobile accounted for 56% of social media spend last year, which also contributed to the amount of money being spent on advertising through this medium increasing by 65%.
Meanwhile, the IAB stated that mobile marketing made up just under a quarter of all digital spending, with the figures coming to 23%.
According to The Drum, the results of the Digital Adspend paper suggested that online advertisers were increasingly coming to view social media and mobile as one and the same. It was suggested that while companies have seemingly struggled in the past to make the best use of web-enabled handhelds, the IAB’s findings showed that they may be gaining a greater understanding on how to more harmoniously combine the two channels to see robust returns.
With a number of retailers and brands identified by the IAB, in a separate study, as having upskilled their mobile expertise recently, digital spending hit a record of £7.2bn in 2014, which is up by £936m on the year before.