UK mobile ad spend 'to overtake print and TV'

eMarketer report forecasts British mobile ad spend will increase by 45% this year to 3.26bn and rise by another 35% next year to 4.4bn

The explosion in the popularity of handheld devices will see mobile advertising overtake the 2.6bn newspaper and magazine market this year, and leapfrog TV to become the biggest ad medium in the UK, according to a new forecast.

Mobile ad spend is expected to increase by 45% this year to 3.26bn in the UK, easily surpassing the 2.67bn that will be spent on print advertising across national and local newspapers and magazines, according to a report published on Wednesday by eMarketer.