IAB Report: Global Mobile Advertising Revenue 2013
20 July 2013
Global Mobile Advertising Revenue Hits €14.6 Billion ($19.3 Billion) in 2013 Nearly Doubling from Previous Year, According to IAB Europe, IAB & IHS. Latin America shows highest year-on-year growth, soaring 215%, with major increases coming from North America, up 122% and Europe up 90%
The share by region of the global figure of $19.3m (€14.6m) 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)
Key findings:
- Mobile display shows the highest growth at 123.4 percent, and mobile search, up 92.1 percent, flourishes mainly driven by smartphone penetration as affordable data plans fuel location-based search-on-the-go
- Messaging, itself up 19.4 percent, 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 percent of the total global mobile advertising revenue in 2013 at €7.1bn ($9.5bn)
- Display approaches parity with a 41.5 percent share at €6bn ($8bn), and messaging takes a 9.6 percent share at €1.4bn ($1.9bn)
