Online advertising hits new high
Video advertising continued to grow and accounts for 10% of all online display advertising.
Expenditure on online video doubled to £109 million (£54 million in 2010). The format has grown more than eight-fold since 2008, when video spend was £12 million.
Advertising on mobile devices rose by 157% in 2011, to a new high of £203 million, as a result of increased smartphone ownership, the proliferation of touchscreen technology, 3G, and soaring tablet sales.
Tim Elkington, director of research and strategy at the IAB, said: "Online and mobile advertising have experienced staggering growth since this study began in 1997.
"Advertisers increasingly recognise the central role that online plays in their marketing campaigns."