Global mobile ad revenues grew by 68% in 2015

According to the report, the growth was driven by a mobile first consumer world and improving marketing technologies. 

Mobile display saw the highest growth, at 92.6%; mobile search saw relatively modest growth in comparison, at 51.8%. Messaging grew by 20%: users are continuing to migrate from operator-owned messaging services to app-based messaging platform. 

In 2015, display accounted for over half ( 52.3%) of all mobile spend globally (€19bn); search took a 42.8% share (€16bn). Messaging’s share continues to decline with a 5% share (€2bn). 

“The global mobile advertising revenue numbers demonstrate that the channel is a key driver in the evolution of digital advertising and the growth of display confirms the importance of mobile for brand advertisers to reach their consumers," said Townsend Feehan, CEO of IAB Europe.

"It is key for advertisers, agencies and publishers to have a cohesive view of the customer journey and mobile is playing an increasing role in that.”

The report can be downloaded here.