Download pdf - Global Mobile Advertising Revenue 2016 - Iab · PDF fileGlobal Mobile Advertising Revenue 2016 Kia Ling Teoh, ... IAB Europe, IAB Global mobile ... Minor changes in share of global

Confidential. © 2017 IHS MarkitTM. All Rights Reserved. Confidential. © 2017 IHS MarkitTM. All Rights Reserved.

Global Mobile Advertising Revenue

2016 Kia Ling Teoh, Analyst, Technology, Media and Telecom

Qingzhen Chen, Senior Analyst, Technology, Media and Telecom

Confidential. © 2017 IHS MarkitTM. All Rights Reserved.

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$51,660

$82,937

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

$90,000

2015 2016

Global mobile ad revenue ($m)

© 2017 IHS Markit

Notes: All data in this presentation is in constant 2014 EUR. Constant exchange rates have been used in order to eliminate currency effects on the growth rate

Source: IHS Markit, IAB Europe, IAB

Global mobile advertising revenue up 60.5% year-on-year to $83bn

60.5%


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52.8% 54.0%

42.7% 42.8%

4.5% 3.1%

0%

20%

40%

60%

80%

100%

2015 2016

Display Search Messaging

2015 vs 2016: Mobile format shares

© 2017 IHS Markit


Display takes lions share of spend as messaging faces further pressure


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Mobile display advertising revenue growth outperforms other formats

$27,265 $22,066

$2,329

$17,540

$13,476

$261

$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

$50,000


2015 revenue 2016 additions

2016 revenue gains over 2015 ($m)

Source: IHS Markit, IAB Europe, IAB © 2017 IHS Markit

64.3% 61.1%

11.2%

0%

10%

20%

30%

40%

50%

60%

70%


Mobile ad growth in 2016 by format (%)

© 2017 IHS Markit

Source: IHS Markit, IAB Europe, IAB © 2017 IHS Markit


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$22,190

$18,050

$10,622

$450 $348

$38,409

$27,492

$15,834

$656 $546 $0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

North America Asia Pacific Europe Middle East and Africa Latin America

2015 2016

2015 vs 2016: Mobile ad revenues by region ($m)

© 2017 IHS Markit


North America remains the largest mobile advertising market


0.7% 0.9%

20.7%

42.9%

34.9%

2015

Latin America

Middle East andAfrica

Europe

North America

Asia Pacific


0.7% 0.8%

19.1%

46.3%

33.1%

2016

© 2017 IHS Markit

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Minor changes in share of global mobile advertising revenue


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North America remains the largest mobile display advertising market

$127

$169

$4,815

$10,310

$11,843

$235

$284

$7,306

$17,445

$19,534

$0 $5,000 $10,000 $15,000 $20,000 $25,000

Latin America

Middle East and Africa

Europe

Asia Pacific

North America

2016 2015


2015 vs 2016: Mobile display ad revenues by region ($m)

© 2017 IHS Markit


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Unchanged regional ranking in mobile search advertising

$87

$131

$5,428

$6,495

$9,925

$149

$205

$8,121

$8,587

$18,479

$0 $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000

Latin America


Europe

Asia Pacific

North America

2016 2015


2015 vs 2016: Mobile search ad revenues by region ($m)

© 2017 IHS Markit


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Robust growth in Asia Pacific mobile messaging advertising

$134

$151

$422

$378

$1,245

$161

$167

$395

$407

$1,460

$0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600

Latin America


North America

Europe

Asia Pacific

2016 2015


2015 vs 2016: Mobile messaging ad revenues by region ($m)

© 2017 IHS Markit


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63.5% 46.1%

43.2% 43.3% 50.9%

31.2% 51.3%

27.3% 31.4%

48.1%

5.3% 2.6%

29.5% 25.3%

1.0%

0%

20%

40%

60%

80%

100%

Asia Pacific Europe Latin America Middle East and Africa North America


Mobile ad revenue by format: regions

© 2017 IHS Markit


Strong differences across format distribution globally


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Latin America mobile display market grows the fastest

51.7%

64.9%

68.2%

69.2%

85.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Europe

North America


Asia Pacific

Latin America

Column1


Mobile display ad growth in 2016 by region

© 2017 IHS Markit


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North America search growth takes lead on Latin America

32.2%

49.6%

57.3%

70.8%

86.2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Asia Pacific

Europe


Latin America

North America

Column1


Mobile search ad growth in 2016 by region

© 2017 IHS Markit


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 in-app.

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

• Messaging (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 messaging.

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Methodology

• Market size is based on gross numbers, defined as after discounts, before agency commissions. Global market sizing and format split are

based on reported data by local IABs from around the world—each using their own methodologies—and a statistical and econometric model

that synthesizes the data. Reported data has been harmonized to adjust for discounts and agency commissions. Modeled data is based on

variables such as smartphone penetration, 3G subscriptions, and 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. The model also takes into account the typology of mobile ad markets in terms of maturity and format

proliferation.

• All data is expressed in constant 2013 USD. Conversions into EUR are based on 2013 USD-EUR foreign exchange rates.

• Constant currency is used to eliminate exchange rate effects on growth rates. In addition, Mexico is included in Latin America rather than

North America.

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Thanks

Kia Ling Teoh

[email protected]

Qingzhen Chen

[email protected]

@IHS4Tech

www.technology.ihs.com

Alison Fennah

[email protected]

@iabeurope

/iab-europe

www.iabeurope.eu

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mailto:[email protected]


http://www.technology.ihs.com/


http://www.iabeurope.eu/

IHS Markit Customer Care

[email protected]

Americas: +1 800 IHS CARE (+1 800 447 2273)

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