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 USD $19.3B in 2013 from USD $10.1B in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit.
The share by region of the global figure of USD $19.3B for 2013 is:
•North America: 41.9% – USD $8,100M
•Asia-Pacific: 38.9% USD – $7,525M
•Europe: 17.3% USD – $3,346M
•Middle East & Africa: 1.2% – USD $225M
•Latin America: 0.7% – USD $144M
Key findings
•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 curve.
•Search remains the dominant segment representing 48.9 percent of the total global mobile advertising revenue in 2013 at USD $9.5B
•Display approaches parity with a 41.5 percent share at USD $8B, and messaging takes a 9.6 percent share at USD $1.9B.
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