UK digital adspend grew by 14% to a record £7.2 billion, increasing by £936M year-on-year. Mobile rose to 1.625 billion, increasing by £604 million. Mobile accounted for 23% of digital ad spend and 56% of social media spend. Display was up to 26.4% on a like- for- like basis to £2,274.4 million, classified up 11.6% on a like-for-like basis to £1,046.8 million and search up 8.7% on a like- for like- basis to £3,772.9 million. The average UK household owned 7.4 devices that connected to the internet.
At our flagship mobile conference, Mobile Engage on 14 May, the IAB announced that it would be the last Mobile Engage. The decision illustrated the increasing importance of mobile in the digital landscape. The IAB continues its work to grow the mobile market and make mobile a main focus for advertisers through all IAB events, standards and initiatives.
In August 2015, the IAB launched a new iniatitive called 'IAB Believes...' stating the IAB's position on current issues, in response to mounting criticisms about the digital advertising industry. The five issues covered were brand safety, viewability, ad fraud, ad blocking and privacy.
The IAB announced in September 2015 that it would be merging its IAB Board and Mobile Board to put mobile at the centre of everything we do.
In October we hosted our flagship conference, Engage, with special guests including Piers Morgan and Jack Whitehall.
IAB UK Digital Upfronts took place for a second year from 16 - 23 October, where a host of media and technology companies showcased their premium digital advertising opportunities. Companies taking part were: AOL, Bloomberg Media, BuzzFeed, Cheetah Mobile, Copa90, DigitalLBi, Facebook, The Guardian, Global: the Media & Entertainment Group, Millennial Media, Sky Media, Twitter, RadiumOne, Vice and YouTube.