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August 2014
IAB Europe, IAB and IHS
Daniel Knapp, Director Advertising Research, IHS
Global Mobile Advertising Revenue 2013 The State of Mobile Advertising Around the World
Global mobile advertising revenue
nearly doubled in 2013
| 2
€ 7,584
€ 14,563
€ 0
€ 2,000
€ 4,000
€ 6,000
€ 8,000
€ 10,000
€ 12,000
€ 14,000
€ 16,000
2012 2013
Global mobile ad revenue (€m)*
*All data in this presentation is in constant 2013 EUR. Constant exchange rates have been used in order to
eliminate currency effects on the growth rate.
Source: IAB Europe, IAB, IHS
Display expands its share of mobile
advertising as messaging faces pressure
| 3
35.7% 41.5%
48.9%
48.9%
15.5% 9.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Global mobile ad revenue by format
messaging search display
Source: IAB Europe, IAB, IHS
Mobile display advertising revenues more
than doubles as growth outperformed other
formats
| 4
123%
92%
19%
0%
20%
40%
60%
80%
100%
120%
140%
Display Search Messaging
Mobile ad growth in 2013 by format (%)
2013 revenue gains over 2012 (€m)
€ 2,705
€ 3,707
€ 1,172
€ 3,336
€ 3,416
€ 227
€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 7,000
€ 8,000
Display Search Messaging
€6,041
€7,123
€1,399
2013 revenues
2013 additions
2012 revenue
Source: IAB Europe, IAB, IHS
North America overtakes Asia-Pacific
as largest mobile advertising market
| 5
€ 34 € 117
€ 1,328
€ 3,362
€ 2,743
€ 109 € 170
€ 2,519
€ 5,666
€ 6,099
€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 7,000
Latin America Middle East & Africa Europe Asia-Pacific North America
2012
2013
2012 vs 2013: Mobile ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Share gains for all regions apart from
Asia-Pacific and Middle East & Africa
| 6
0.5% 1.5%
17.5%
36.2%
44.3%
2012
Latin America
Middle-East and Africa
Europe
North America
Asia-Pacific
0.7% 1.2%
17.3%
41.9%
38.9%
2013
Global mobile advertising revenue: share by region
Source: IAB Europe, IAB, IHS
Asia-Pacific maintains marginal lead in
mobile display advertising ahead of rapidly
growing North American market
| 7
€ 7
€ 28
€ 438
€ 903
€ 1,327
€ 28
€ 45
€ 990
€ 2,466
€ 2,512
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000
Latin America
Middle East & Africa
Europe
North America
Asia-Pacific
2013
2012
2012 vs 2013: Mobile display ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Unchanged regional ranking in mobile
search advertising
| 8
€ 6
€ 27
€ 780
€ 1,361
€ 1,532
€ 27
€ 47
€ 1,368
€ 2,435
€ 3,247
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500
Latin America
Middle East & Africa
Europe
Asia-Pacific
North America
2013
2012
2012 vs 2013: Mobile search ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Gap between smaller and larger mobile
advertising regions is less pronounced in
messaging
| 9
€ 21
€ 61
€ 110
€ 307
€ 670
€ 54
€ 78
€ 161
€ 386
€ 723
€ 0 € 100 € 200 € 300 € 400 € 500 € 600 € 700 € 800
Latin America
Middle East & Africa
Europe
North America
Asia-Pacific
2013
2012
Mobile messaging ad revenues 2012 vs 2013 (€m)
Source: IAB Europe, IAB, IHS
Strong differences across format
distribution globally
| 10
44.3% 39.3% 40.4%
26.4% 26.2%
43.0% 54.3% 53.2%
27.5% 24.4%
12.7% 6.4% 6.3%
46.1% 49.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asia-Pacific Europe North America Middle East and Africa Latin America
Mobile ad revenue by format: regions
display search messaging
Source: IAB Europe, IAB, IHS
Latin American mobile display market grows
5x faster than market in Middle East and
Africa
| 11
57%
89%
126%
173%
288%
0% 50% 100% 150% 200% 250% 300% 350%
Middle-East and Africa
Asia-Pacific
Europe
North America
Latin America
Mobile display ad growth in 2013 by region
Source: IAB Europe, IAB, IHS
Mobile search growth in Latin America
decoupled from relatively homogenous
growth in other regions
| 12
71%
75%
79%
112%
354%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Middle-East and Africa
Europe
Asia-Pacific
North America
Latin America
Mobile search ad growth in 2013 by region
Source: IAB Europe, IAB, IHS
Maturity of messaging advertising evident in
Asia Pacific, but format still commands
triple-digit growth in Latin America
| 13
7%
26%
28%
47%
152%
0% 20% 40% 60% 80% 100% 120% 140% 160%
Asia-Pacific
North America
Middle-East andAfrica
Europe
Latin America
Mobile messaging ad growth in 2013 by region
Source: IAB Europe, IAB, IHS
Contact: Alison Fennah, IAB Europe – [email protected]
Daniel Knapp, IHS – [email protected]
@IABEurope
IAB Europe
www.iabeurope.eu
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