Information | Analytics | Expertise
AUGUST 2014
Global Mobile Advertising Revenue 2013 The State of Mobile Advertising Around the World
© 2014 IHS / ALL RIGHTS RESERVED
Global mobile advertising revenue nearly doubled in 2013 Global mobile ad revenue (€m)* € 16,000
€ 14,563
€ 14,000 € 12,000
+92.0%
€ 10,000 € 8,000
€ 7,584
€ 6,000 € 4,000 € 2,000 €0 2012
2013
*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.
© 2014 IHS
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Display expands its share of mobile advertising as messaging faces pressure
Global mobile ad revenue by format 100% 90%
9.6%
15.5%
80% 70% 60%
48.9% 48.9%
50% 40% 30% 20%
41.5%
35.7%
10% 0% 2012
messaging
© 2014 IHS
2013
search
display
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Mobile display advertising revenues more than doubles as growth outperformed other formats Mobile ad growth in 2013 by format (%)
2013 revenue gains over 2012 (€m) 140%
€ 8,000
123% € 7,000 € 6,000
120%
€7,123 €6,041
100%
92%
€ 3,416
€ 5,000 80%
€ 3,336 € 4,000 2013 revenues
€ 3,000
60%
2013 additions
€ 2,000
€ 3,707 € 2,705
2012 revenue
€ 227
€ 1,000
€1,399
40% 19%
20%
€ 1,172 €0
0% Display
© 2014 IHS
Search
Messaging
Display
Search
Messaging
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North America overtakes Asia-Pacific as largest mobile advertising market 2012 vs 2013: Mobile ad revenues by region (€m) € 7,000 € 6,099 € 6,000
€ 5,666
€ 5,000
€ 4,000 € 3,362 € 3,000
2012
€ 2,743
€ 2,519
2013
€ 2,000 € 1,328 € 1,000
€0
© 2014 IHS
€ 34 € 109
€ 117 € 170
Latin America
Middle East & Africa
Europe
Asia-Pacific
North America
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Share gains for all regions apart from Asia-Pacific and Middle East & Africa Global mobile advertising revenue: share by region
2012 0.5%
2013
1.5%
0.7%
1.2%
17.3%
17.5% 38.9% 44.3%
36.2%
41.9%
Latin America Middle-East and Africa Europe North America Asia-Pacific © 2014 IHS
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Asia-Pacific maintains marginal lead in mobile display advertising ahead of rapidly growing North American market 2012 vs 2013: Mobile display ad revenues by region (€m) € 2,512
Asia-Pacific
€ 1,327
€ 2,466
North America
€ 903
€ 990
Europe
€ 28
€ 28 €7 €0
© 2014 IHS
2012
€ 45
Middle East & Africa
Latin America
2013
€ 438
€ 500
€ 1,000
€ 1,500
€ 2,000
€ 2,500
€ 3,000
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Unchanged regional ranking in mobile search advertising 2012 vs 2013: Mobile search ad revenues by region (€m) € 3,247
North America
€ 1,532
€ 2,435
Asia-Pacific
€ 1,361
€ 1,368
Europe
€ 27
€ 27 €6 €0
© 2014 IHS
2012
€ 47
Middle East & Africa
Latin America
2013
€ 780
€ 500
€ 1,000
€ 1,500
€ 2,000
€ 2,500
€ 3,000
€ 3,500
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Gap between smaller and larger mobile advertising regions is less pronounced in messaging Mobile messaging ad revenues 2012 vs 2013 (€m) € 723
Asia-Pacific
€ 670
€ 386
North America
€ 307
€ 161
Europe
2012
€ 78
Middle East & Africa
€ 61
€ 54
Latin America
€ 21 €0
© 2014 IHS
2013
€ 110
€ 100
€ 200
€ 300
€ 400
€ 500
€ 600
€ 700
€ 800
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Strong differences across format distribution globally Mobile ad revenue by format: regions 100%
12.7%
6.3%
6.4%
90% 80% 70%
43.0%
46.1%
49.4%
27.5%
24.4%
26.4%
26.2%
Middle East and Africa
Latin America
53.2%
54.3%
60%
50% 40% 30% 20%
44.3%
40.4%
39.3%
10% 0%
Asia-Pacific
Europe
North America display
© 2014 IHS
search
messaging
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Latin American mobile display market grows 5x faster than market in Middle East and Africa Mobile display ad growth in 2013 by region Latin America
288%
North America
173%
Europe
126%
Asia-Pacific
89%
Middle-East and Africa
57%
0% © 2014 IHS
50%
100%
150%
200%
250%
300%
350%
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Mobile search growth in Latin America decoupled from relatively homogenous growth in other regions Mobile search ad growth in 2013 by region Latin America
354%
North America
112%
Asia-Pacific
79%
Europe
75%
Middle-East and Africa
71%
0%
© 2014 IHS
50%
100%
150%
200%
250%
300%
350%
400%
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Maturity of messaging advertising evident in Asia Pacific, but format still commands triple-digit growth in Latin America Mobile messaging ad growth in 2013 by region Latin America
152%
Europe
47%
Middle-East and Africa
28%
North America
26%
Asia-Pacific
7%
0%
© 2014 IHS
20%
40%
60%
80%
100%
120%
140%
160%
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GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD
Thanks
Connect with IAB Europe: @IABEurope IAB Europe www.iabeurope.eu
© 2014 IHS
Contact: Alison Fennah, IAB Europe –
[email protected] Daniel Knapp, IHS –
[email protected]
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Contact us Americas: +1.800.IHS.CARE (+1.800.447.273);
[email protected]
Europe, Middle East, and Africa: +44.(0).1344.328.300;
[email protected]
Asia and the Pacific Rim: +604.291.3600;
[email protected]
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