the IAB (internet advertising bureau) has just released figures on it’s study in UK on mobile advertising. The results show an increase of spend nearly 100% between this year and the previous one.

As much as anything else, users with flat rate data plans has increased by over 100%, thus increasing the number of people who use the mobile internet.

Mobile search advertising was estimated to be worth £14.4 million and mobile display worth £14.2 million.

Exciting news? Well, yes and no. It’s exciting to see such an increase in spend, but just under £29 million per year spent on mobile advertising is tiny compared to almost any other media, including online search. Unlike the report, which claims that mobile advertising has come of age, there will need to be a few more years of significant increase before it can claim to be on a par with other advertising media.