eMarketer forecasts mobile ad spending in the UK will grow 63.7% to $314.7 million in 2012, as more consumers use their mobile phones for online entertainment on the go. Flagpole events like the 2012 Olympics in London and the UEFA Euro 2012 soccer tournament will boost display and video usage, and with it ad spending, on mobiles in the country.

According to a February study commissioned by Vidiator, an over-the-top and mobile video streaming company based in the UK, 26% of mobile users in the country have paid for mobile video while 73% have tried or would consider paying for mobile video in the future.

One of the major barriers to mobile video uptake is slow load times—50% of respondents in the UK were disappointed with mobile load times and buffering. Advertisers considering mobile should take this as a note to keep their ads short and sweet; speed and seamless integration are key to effectiveness.