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Global Mobile Advertising Revenue The State of Mobile Advertising Around the World

NEW YORK & LONDON, 05 AUGUST 2014

Daniel Knapp, Director Advertising Research [email protected] @_dknapp

mailto:[email protected]

© 2014 IHS

Global mobile advertising revenue nearly doubled in 2013 WHY APPS MATTER FOR WEARABLES/ APRIL 2014

2

10,072

19,341

0

5,000

10,000

15,000

20,000

25,000

2012 2013

Global mobile ad revenue ($m)*

+92.0%

*All data in this presentation is in constant 2013 USD. Constant exchange rates have been used in order to eliminate currency effects on the growth rate.

© 2014 IHS

Display expands its share of mobile advertising as messaging faces pressure

GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD

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

© 2014 IHS

Mobile display advertising revenues more than doubles as growth outperformed other formats


4

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Display Search Messaging

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)

© 2014 IHS

North America overtakes Asia-Pacific as largest mobile advertising market


5

46 155

1,763

4,465

3,643

144 225

3,346

7,525

8,100

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Latin America Middle East and Africa Europe Asia-Pacific North America

2012 vs 2013: Mobile ad revenues by region ($m)

2012 2013

© 2014 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

© 2014 IHS

Asia-Pacific maintains marginal lead in mobile display advertising ahead of rapidly growing North American market


7

38

59

1,315

3,275

3,336

- 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Latin America

Middle East and Africa

Europe

North America

Asia Pacific

Mobile display ad revenue 2012 vs 2013 ($m)

2013

2012

© 2014 IHS

Unchanged regional ranking in mobile search advertising GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD

8

35

62

1,817

3,233

4,312

- 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

Latin America


Europe

Asia Pacific

North America

Mobile search ad revenue 2012 vs 2013 ($m)

2013

2012

© 2014 IHS

Gap between smaller and larger mobile advertising regions is less pronounced in messaging


9

71

104

214

513

956

0 200 400 600 800 1,000 1,200

Latin America


Europe

North America

Asia Pacific

2013

2012

Mobile messaging ad revenues 2012 vs 2013 ($m)

© 2014 IHS

Strong differences across format distribution globally GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD

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

© 2014 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%


Asia-Pacific

Europe

North America

Latin America

Mobile display ad growth in 2013 by region

© 2014 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%


Europe

Asia-Pacific

North America

Latin America

Mobile search ad growth in 2013 by region

© 2014 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


Europe

Latin America

Mobile messaging ad growth in 2013 by region

© 2014 IHS

Thanks

[email protected]

@_dknapp

technology.ihs.com 14


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