MediaPost: Global Mobile Ad Sales Nearly Double To $8.9 Billion

Posted by IAB Australia On July 09, 2013 Research & Resources

By Mark Walsh, Jul 9, 2013, 11:34 AM, MediaPost
Mobile ad revenue worldwide increased sharply last year, rising 82.8% to $8.9 billion last year from $5.3 billion in 2011. Growth was highest in North America, at 111%, followed by Western Europe (91%), Latin America (71%), Central Europe (69%), the Middle East and Africa (68%), and Asia-Pacific (60%).

The findings come from a new report by the Interactive Advertising Bureau’s Mobile Marketing Center of Excellence, IAB Europe and global consulting firm IHS.

Among the regions, North America is now nearly even with Asia-Pacific in share of mobile ad sales, at 39.8% ($3.52 billion) to 40.2% ($3.55 billion). Western Europe represents 16.9% ($1.5 billion), with another steep drop-off to Central Europe at 1.3% ($112 million). The IAB earlier this year said U.S. mobile ad revenue in 2012 more than doubled to $3.4 billion.

North America has benefited from factors including a mature digital ecosystem, the presence of large mobile ad players, and having a large addressable market, noted Daniel Knapp, director advertising research at IHS, and author of the research.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.