Interesting note, highlighting how far ahead the UK is, with digital ad spend accounting for 50% of media spend compared with the US at 31% or the global average of 30%. More significant is that mobile ad spend is already double that of TV. This is clearly driven by the UK's high smartphone penetration (81% of mobile devices) and the fact it's increasingly becoming users' "first screen", which also explains why more than half of UK retail traffic came from mobile.