Wednesday, 13 August 2014

Global mobile ad spend nearly doubled to $19.3bn in 2013

"IAB Europe, the U.S. IAB Mobile Marketing Center of Excellence and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92% to €14.6bn ($19.3bn) in 2013 from €7.6bn ($10.1bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit.
Mobile display shows the highest growth at 123.4% and mobile search, up 92.1%, flourishes mainly driven by smartphone penetration as affordable data plans fuel location-based search-on-the-go. Messaging, itself up 19.4%, might not be sharing as much robust growth due to migration from operator-owned messaging services (e.g. SMS and MMS) to alternative platforms. Successful messaging innovation, particularly in Asia, reinforces the commonly held industry belief that mobile players need to be ahead of the curve.
Search remains the dominant segment representing 48.9% of the total global mobile advertising revenue in 2013 at €7.1bn ($9.5bn), while display approaches parity with a 41.5% share at €6bn ($8bn), and messaging takes a 9.6% share at €1.4bn ($1.9bn).
The share by region of the global figure of €14.6m ($19.3m) for 2013 is:
• North America: 41.9% (€6,099m / $8,100m)
• Asia-Pacific: 38.9% (€5,666m / $7,525m)
• Europe: 17.3% (€2,519m / $3,346m)
• Middle East & Africa: 1.2% (€170m / $225m)
• Latin America: 0.7% (€109m / $144m)
2013: Global mobile advertising revenue: share by region
Growth year-over-year was strong across the board, led by Latin America, which saw a massive 215% leap over the 2012 figures. North America and Europe also saw major increases
• Latin America – 215%
• North America – 122%
• Europe – 90%
• Asia-Pacific – 69%
• Middle-East and Africa – 45%"
Source:  Press release from IAB Europe, 13th August 2014

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