Global mobile advertising revenues hit Euro 14.6BN in 2013, almost doubling (up 92%) compared to 2012, when the value was of Euro 7.6BN, according to a research made by IAB Europe, IAB & IHS. The highest growth year-on-year was posted by Latin America, +215%, followed by North America, up 122%, and Europe – up 90%.
Mobile display posted 123.4% growth, while mobile search went up 92.1%, boosted mainly by smartphone penetration as affordable data plans fuel location-based search-on-the-go. Messaging (19.4%) didn’t posted a very high growth, but that is mainly due to migration from operator-owned messaging services (e.g. SMS and MMS) to alternative platforms.
2013 revenue gains over 2012 (€m)
Search remains the dominant segment and represents 48.9% of the total global mobile advertising revenue in 2013 (Euro 7.1BN), while display is responsible for 41.5% of the total (Euro 6BN) and messaging takes a 9.6% share (Euro 1.4BN).
Per region, in 2013, North America had the highest contribution (41.9%, Euro 6,099M), followed by Asia-Pacific (38.9% and Euro 5,666M) and Europe (17.3% and Euro 2,519M). On the other hand, Middle East & Africa were responsible for 1.2%from total mobile ad revenues (Euro 170M), while Latin America for 0.7% (Euro 109M)
2013: Global mobile advertising revenue: share by region
In terms of year over year growth, Latin America saw a massive 215% leap over the 2012 figures, while North America (122%) and Europe (90%) also saw major increases. Asia-Pacific’s growth was of 69%, while Middle-East and Africa had a 45% growth compared to the previous year.
The Global Mobile Advertising revenue study emphasizes the importance and adoption of the mobile platform, both in Europe and globally (…) Businesses of all sizes are now able to engage their customers via mobile and demonstrating a clear opportunity for publishers to take advantage of. However many publishers still need to hone their mobile advertising strategies and acquire mobile skill sets as growth has been largely driven through in-app and native advertising whilst the delivery of a qualified audience at scale with demonstrable campaign impact is still a work-in-progress in some markets.
CEO IAB Europe
These powerhouse numbers directly reflect mobile’s rapidly increasing role as a vital part of the marketing media mix (…) In particular, as mobile ad campaigns become easier to plan, create, buy, and measure – in great part due to programmatic strategies – these operational efficiencies are spurring the growth of the mobile display ad market. And, this impressive rise in mobile advertising is unquestionably a worldwide phenomenon, with strong year-over-year upticks being seen in every corner of the globe.
Vice President & General Manager, Mobile Marketing Center of Excellence, IAB
This year’s global mobile revenue sizing reveals that growth is driven by a diverse array of developments in the mobile advertising ecosystem (…) Improvements in marketing technology have enhanced targeting and measurement of mobile advertising, while consolidation among market participants simplifies the process of reaching large audiences. The most technologically advanced markets, and those that have concentrated mobile advertising spend on fewer players, have grown above average in 2013. Rising smartphone penetration is extending the addressable market and is inducing a shift from messaging to display-based formats, although messaging remains strong in emerging markets. More fundamentally, the pervasiveness of mobile consumption has sparked a change in the mindset of marketers. Increasingly, they come to realize mobile as a medium in its own right that rewards abandoning engrained desktop-based marketing principles with new creative, tactical and strategic opportunities.
Director Advertising Research IHS & author of the report