Mobile advertising rocketed by 32% year-on-year in 2009 to R424, 88 million, with entertainment, media and telecoms brands driving growth.

The Internet Advertising Bureau and PricewaterhouseCooper’s second annual mobile ad spend study showed despite a fall in ad spend, mobile advertising exceeded expectations last year.

Entertainment and media brands boosted spend, accounting for 61.5%, followed by telecoms with 14.7% and finance with 8.1%. Consumer goods only accounted for 3.2% of mobile ad spend, while Government, social and political accounted for 2.7%.

The increase in spend was boosted by search advertising, up by 41% to £20.2m, increasing market share from 50% to 54%.

Display advertising also grew by 24% to R196, 62 million, propelled by growth of banner ads and text links, taking a new market share of 39%. However, its growth was stumped by spend for pre and post roll, as well as in-game advertising which halved to R2, 260,000.

The survey reveals spend was driven by targeting, immediacy and return on investment. Mobile internet usage was also a significant factor with 21% more people access the mobile internet every month and spending 32 minutes a day surfing the web.

Other formats including display advertising within SMS / MMS were up 26% year on year, to R12, 5 million that led to a market share of 3.2% from 3.4% in 2008.

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