Latin America Shows Highest Year-Over-Year
Growth, Soaring 215%, With Major Increases Coming From North
America, Up 122%, and Europe, Up 90%
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 $19.3bn
(€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the
adoption of mobile as an essential element of the marketer’s
toolkit.
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 $9.5bn
(€7.1bn), while display approaches parity with a 41.5 percent share
at $8bn (€6bn), and messaging takes a 9.6 percent share at $1.9bn
(€1.4bn).
The share by region of the global figure of $19.3m (€14.6m) for
2013 is:
• North America: 41.9% ($8,100m / €6,099m)
• Asia-Pacific: 38.9% ($7,525m / €5,666m)
• Europe: 17.3% ($3,346m / €2,519m)
• Middle East & Africa: 1.2% ($225m / €170m)
• Latin America: 0.7% ($144m / €109m)
Growth year-over-year was strong across the board, led by Latin
America, which saw a massive 215 percent leap over the 2012
figures. North America and Europe also saw major increases:
• Latin America – 215%
• North America – 122%
• Europe – 90%
• Asia-Pacific – 69%
• Middle-East and Africa – 45%
“These powerhouse numbers directly reflect mobile’s rapidly
increasing role as a vital part of the marketing media mix,” said
Anna Bager, Vice President and General Manager, Mobile Marketing
Center of Excellence, IAB. “In particular, as mobile ad campaigns
become easier to plan, create, buy, and measure – in great part due
to programmatic strategies – these operational efficiencies are
spurring the growth of the mobile display ad market. And, this
impressive rise in mobile advertising is unquestionably a worldwide
phenomenon, with strong year-over-year upticks being seen in every
corner of the globe.”
“The Global Mobile Advertising revenue study emphasises the
importance and adoption of the mobile platform, both in Europe and
globally,” said Townsend Feehan, CEO, IAB Europe. “Businesses of
all sizes are now able to engage their customers via mobile and
demonstrating a clear opportunity for publishers to take advantage
of. However many publishers still need to hone their mobile
advertising strategies and acquire mobile skillsets as growth has
been largely driven through in-app and native advertising whilst
the delivery of a qualified audience at scale with demonstrable
campaign impact is still a work-in-progress in some markets.”
“This year’s global mobile revenue sizing reveals that growth is
driven by a diverse array of developments in the mobile advertising
ecosystem,” said Daniel Knapp, Director Advertising Research, IHS,
and author of the report. “Improvements in marketing technology
have enhanced targeting and measurement of mobile advertising,
while consolidation among market participants simplifies the
process of reaching large audiences. The most technologically
advanced markets, and those that have concentrated mobile
advertising spend on fewer players, have grown above average in
2013. Rising smartphone penetration is extending the addressable
market and is inducing a shift from messaging to display-based
formats, although messaging remains strong in emerging markets.
More fundamentally, the pervasiveness of mobile consumption has
sparked a change in the mindset of marketers. Increasingly, they
come to realize mobile as a medium in its own right that rewards
abandoning engrained desktop-based marketing principles with new
creative, tactical and strategic opportunities.”
To review the complete report, please visit
www.iab.net/globalmobilerevenue.
Definition of Mobile Advertising Formats:
• Display: Any display advertising viewed or read on a mobile
phone including rich media and video advertising. This could be
browser-based as well as in-app.
• Search: Advertising appearing on specific word requests on
search engines, viewed on a mobile device.
• SMS/MMS: 3rd party ads in SMS and outbound SMS only - this
includes advertising either within the body copy of an SMS / MMS
message, or outbound messaging.
Market Sizing Methodology:
Market size is gross, defined as after discounts, before agency
commissions. Global market sizing and format split is based on
reported data by local IABs, and a statistical and econometric
model. Reported data has been harmonized to adjust for discounts
and agency commissions. Modelled data is based on variables such as
smartphone penetration, 3G subscriptions, messaging volume. The
model has been refined based on benchmarking variables such as ad
spend per capita, mobile subscriptions and 3G/4G penetration as
well as through interviews with key players across the mobile
advertising ecosystem. Model also takes into account typology of
mobile ad markets in terms of maturity and format
proliferation.
Adjustments to the previously released 2012 data are due to a
number of factors including:
• The use of a 2013 constant exchange rate local currency to USD
for both 2012 and 2013 in order to eliminate currency effects on
the growth rate
• Estimates previously used are now replaced with actuals
• Changed methodology in local markets
• Smartphone forecasts replaced by actuals (model uses
smartphone penetration as one of several independent variables)
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more
than 600 leading media and technology companies that are
responsible for selling 86% of online advertising in the United
States. The IAB empowers the media and marketing industries to
thrive in the digital economy. The organization educates marketers,
agencies, media companies, and the wider business community about
the value of interactive advertising. The organization educates
marketers, agencies, media companies and the wider business
community about the value of interactive advertising. Working with
its member companies, the IAB evaluates and recommends standards
and practices and fields critical research on interactive
advertising. Founded in 1996, the IAB is headquartered in New York
City with a Public Policy office in Washington, D.C. For more
information, please visit www.iab.net
About IAB Europe
IAB Europe is the voice of digital business and the leading
European-level industry association for the interactive advertising
ecosystem. Its mission is to promote the development of this young
and innovative sector by shaping the regulatory environment,
investing in research and education, and developing and
facilitating the uptake of business standards. Together with its
members – companies and national trade associations – IAB Europe
represents over 5,500 organisations. www.iabeurope.eu
About IHS
IHS (NYSE:IHS) is the leading source of information, insight and
analytics in critical areas that shape today’s business landscape.
Businesses and governments in more than 165 countries around the
globe rely on the comprehensive content, expert independent
analysis and flexible delivery methods of IHS to make high-impact
decisions and develop strategies with speed and confidence. IHS has
been in business since 1959 and became a publicly traded company on
the New York Stock Exchange in 2005. Headquartered in Englewood,
Colorado, USA, IHS is committed to sustainable, profitable growth
and employs more than 8,000 people in 31 countries around the
world.
IHS is a registered trademark of IHS Inc. All other company and
product names may be trademarks of their respective owners. © 2014
IHS Inc. All rights reserved.
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20140813005122/en/
IABLaura Goldberg, 347-683-1859Laura.Goldberg@iab.netorIAB
EuropeAlison Fennah, +44 7712 645 263fennah@iabeurope.euorIHSAmanda
Russo, +44 208 276 4727Amanda.Russo@ihs.com
IHS (NYSE:IHS)
Historical Stock Chart
From Mar 2024 to Apr 2024
IHS (NYSE:IHS)
Historical Stock Chart
From Apr 2023 to Apr 2024