NEWS14 August 2015

Mobile ad revenues surge worldwide

Asia Pacific Europe Latin America Middle East and Africa News North America UK

GLOBAL — Global mobile advertising revenue rose by 65% between 2013 and 2014 to reach a total of $31.9bn.

The figures, from the IAB (Interactive Advertising Bureau) Mobile Marketing Centre of Excellence, IAB Europe and IHS Technology, are based on data reported by local IABs and a statistical and econometric model.

North America had the greatest regional share of the global figure, and Latin America the lowest. The detail of all regional shares is as follows:

  • North America: 44.9% ($14,318m / €10,781m)
  • Asia-Pacific: 36.5% ($11,627m / €8,754m)
  • Europe: 16.6% ($5,306m / €3,995m)
  • Middle East and Africa: 1.2% ($379m / €286m)
  • Latin America: 0.8% ($239m / €180m)

North America was also the fastest-growing region, with 2014 revenues up 77% on 2013. Europe grew by 59% in that period, behind both Middle East & Africa ( 69%) and Latin America ( 66%), but ahead of Asia Pacific ( 55%).

“These powerhouse numbers directly reflect mobile’s rapidly increasing role as a vital part of the marketing media mix,” said Anna Bager, vice president and general manager, Mobile Marketing Centre of Excellence, IAB.

“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.”

The full report can be accessed here.

@RESEARCH LIVE

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