Global Mobile Ad Revenue on the Rise
Mobile advertising revenue is on the rise across the globe according to new data from the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, IAB Europe and IHS Technology.
In fact, the data shows that mobile ad revenue surged 64.8 percent to $31.9 billion in 2014 from $19.3 billion in 2013. According to the report, this growth has been driven by shifts in consumer usage patterns and industry innovations.
Further data shows that mobile display grew by 88.1 percent, representing 47.4 percent of the total global mobile advertising revenue in 2014 and overtaking search as the dominant segment. That said, mobile search was up 55.2 percent, and messaging grew 13 percent as users continued to migrate from operator-owned messaging services to app-based messaging platforms.
“Mobile devices are at the center of consumers’ lives across the globe and these numbers reflect brands’ increasing recognition that this medium holds great power,” said Anna Bager, Senior Vice President, IAB and General Manager, IAB Mobile Marketing Center and Digital Video Centers of Excellence. “Now is the time for the industry to coalesce on standards and guidelines to build even more momentum for mobile marketing around the world.”
It is important to note that year-over-year growth was led by North America, which saw a 76.8 percent increase compared to 2013 data. That said, the Middle East and Africa saw 68.5 percent growth, while Latin America saw 66.1 percent growth, Europe saw 58.6 percent growth and the Asia-Pacific region saw 54.5 percent growth compared to 2013.
“The Global Mobile Advertising revenue numbers demonstrate the strength of mobile both in Europe and globally and help us to understand the scale and opportunity it brings to digital as a marketing platform,” said Townsend Feehan, CEO, IAB Europe. “It’s important that advertisers, agencies and publishers fully understand consumer behavior as the differences between the devices diminish and the potential for engagement with digital content grows. IAB Europe continues to invest in research, education and training and the development of business standards to support digital growth.”