Global Mobile Advertising Revenue Hits $19.3 Billion (€14.6 Billion) in 2013 Nearly Doubling from Previous Year, According to

  Global Mobile Advertising Revenue Hits $19.3 Billion (€14.6 Billion) in 2013
  Nearly Doubling from Previous Year, According to IAB, IAB Europe and IHS

 Latin America Shows Highest Year-Over-Year Growth, Soaring 215%, With Major
       Increases Coming From North America, Up 122%, and Europe, Up 90%

Business Wire

NEW YORK & BRUSSELS -- August 13, 2014

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS
Technology revealed today their global figures for mobile advertising revenue
which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn
(€7.6bn) 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 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

Search remains the dominant segment representing 48.9 percent of the total
global mobile advertising revenue in 2013 at $9.5bn (€7.1bn), while display
approaches parity with a 41.5 percent share at $8bn (€6bn), and messaging
takes a 9.6 percent share at $1.9bn (€1.4bn).

The share by region of the global figure of $19.3m (€14.6m) for 2013 is:

• North America: 41.9% ($8,100m / €6,099m)

• Asia-Pacific: 38.9% ($7,525m / €5,666m)

• Europe: 17.3% ($3,346m / €2,519m)

• Middle East & Africa: 1.2% ($225m / €170m)

• Latin America: 0.7% ($144m / €109m)

Growth year-over-year was strong across the board, led by Latin America, which
saw a massive 215 percent 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%

“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 Center 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. 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.”

“The Global Mobile Advertising revenue study emphasises the importance and
adoption of the mobile platform, both in Europe and globally,” said Townsend
Feehan, CEO, IAB Europe. “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 skillsets 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.”

“This year’s global mobile revenue sizing reveals that growth is driven by a
diverse array of developments in the mobile advertising ecosystem,” said
Daniel Knapp, Director Advertising Research, IHS, and author of the report.
“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.”

To review the complete report, please visit

Definition of Mobile Advertising Formats:

• Display: Any display advertising viewed or read on a mobile phone including
rich media and video advertising. This could be browser-based as well as

• Search: Advertising appearing on specific word requests on search engines,
viewed on a mobile device.

• SMS/MMS: 3rd party ads in SMS and outbound SMS only - this includes
advertising either within the body copy of an SMS / MMS message, or outbound

Market Sizing Methodology:

Market size is gross, defined as after discounts, before agency commissions.
Global market sizing and format split is based on reported data by local IABs,
and a statistical and econometric model. Reported data has been harmonized to
adjust for discounts and agency commissions. Modelled data is based on
variables such as smartphone penetration, 3G subscriptions, messaging volume.
The model has been refined based on benchmarking variables such as ad spend
per capita, mobile subscriptions and 3G/4G penetration as well as through
interviews with key players across the mobile advertising ecosystem. Model
also takes into account typology of mobile ad markets in terms of maturity and
format proliferation.

Adjustments to the previously released 2012 data are due to a number of
factors including:

• The use of a 2013 constant exchange rate local currency to USD for both 2012
and 2013 in order to eliminate currency effects on the growth rate

• Estimates previously used are now replaced with actuals

• Changed methodology in local markets

• Smartphone forecasts replaced by actuals (model uses smartphone penetration
as one of several independent variables)

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading
media and technology companies that are responsible for selling 86% of online
advertising in the United States. The IAB empowers the media and marketing
industries to thrive in the digital economy. The organization educates
marketers, agencies, media companies, and the wider business community about
the value of interactive advertising. The organization educates marketers,
agencies, media companies and the wider business community about the value of
interactive advertising. Working with its member companies, the IAB evaluates
and recommends standards and practices and fields critical research on
interactive advertising. Founded in 1996, the IAB is headquartered in New York
City with a Public Policy office in Washington, D.C. For more information,
please visit

About IAB Europe

IAB Europe is the voice of digital business and the leading European-level
industry association for the interactive advertising ecosystem. Its mission is
to promote the development of this young and innovative sector by shaping the
regulatory environment, investing in research and education, and developing
and facilitating the uptake of business standards. Together with its members –
companies and national trade associations – IAB Europe represents over 5,500

About IHS

IHS (NYSE:IHS) is the leading source of information, insight and analytics in
critical areas that shape today’s business landscape. Businesses and
governments in more than 165 countries around the globe rely on the
comprehensive content, expert independent analysis and flexible delivery
methods of IHS to make high-impact decisions and develop strategies with speed
and confidence. IHS has been in business since 1959 and became a publicly
traded company on the New York Stock Exchange in 2005. Headquartered in
Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth
and employs more than 8,000 people in 31 countries around the world.

IHS is a registered trademark of IHS Inc. All other company and product names
may be trademarks of their respective owners. © 2014 IHS Inc. All rights

Photos/Multimedia Gallery Available:



Laura Goldberg, 347-683-1859
IAB Europe
Alison Fennah, +44 7712 645 263
Amanda Russo, +44 208 276 4727
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