Mobile video ad spend tripled during first half of 2014.
Britons’ rising interest in viewing video clips, TV and films on a range of internet-connected devices has fuelled the digital advertising spend to a record £3.5bn in the first half of 2014.
The ad-spend increased by 16.6% or £467m from the corresponding period in 2013.
According to the Internet Advertising Bureau (IAB) / PwC UK Digital Adspend report, about 73% of Brits have viewed TV programmes on the internet-connected devices, with 72% of them watching short online video clips and 59% viewing online movies during the period.
With the TV programmes proving to be the most popular form of online content, at an average of two hours and 35 minutes a week, movies were viewed at an average of one hour 50 minutes per week, with video clip views ranging 51 minutes.
IAB chief strategy officer Tim Elkington said: "A third of online viewers, particularly 35-44 year olds, are watching more TV, films and clips online than a year ago.
"Consequently, video now accounts for £1 in every £5 spent on internet and mobile display ads.
"Average weekly viewing online amounts to 25 videos, 4-5 TV episodes and one film but what’s most interesting is that watching video on connected devices is becoming an increasingly social activity, like traditional TV.
"Half of people watching TV, films or video clips online do so with family members and three in ten watch with friends."
During the first half, video ads on the internet and mobile phones rose by 59% to £202m. Mobile video ad spend alone increasing by 196% to £63.9m, making it the fastest growing digital ad format.
Mobile advertisements on smartphones rose by 68% from £429.2m to £707.1m during the period. Mobile currently accounts for 20% of overall digital ad spend – up from 14% recorded during the corresponding period last year.
PwC manager Dan Bunyan said: "Mobile’s share of the digital ad pie has tripled in two years, accounting for a fifth of total spend – rising to nearly a third of display and over half of social media ads.
"As 4G becomes more prevalent and phone screens become larger, it will play an even bigger role in driving digital ad spend – particularly video."
Display ads across the internet and mobile grew twice the overall digital rate (16.6%) at 30.1% to £1.02bn.
During the first half of 2014, paid-for search marketing witnessed 11% growth to £1.92bn, while classifieds including recruitment, property and automotive listings, accounted for 14% of overall digital ad spend.