Spend on UK mobile ads rose 32 per cent from 2008 to £37.6 million (E44 million), says the Internet Advertising Bureau / PWC. This compares with £3.4 billion online.

In keeping with online, search ads are the fastest-growing kind on mobile – up 42 per cent to £20.2 million. Display ads (banners, text links, pre-/post-roll and in-game ads) pulled in 24 percent more money at £17.4 million. SMS/MMS ads attracted just £1.2 million last year, up 26 per cent.

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