Global Mobile Advertising Revenue Hits $31.9 Billion in 2014, IHS and IAB Say
Mobile Display Outpaced Search for the First Time;North America Showed Highest Year-Over-Year Growth
LONDON, UK (14 August, 2015) – The Interactive Advertising Bureau (IAB), its Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today that global figures for mobile advertising revenue surged 64.8 percent to $31.9 billion (€23.9 billion) in 2014 from $19.3 billion (€14.6 billion) in 2013 and were driven by continued shifts in consumer usage patterns and industry innovations.
The global figure of $31.9 billion (€23.9 billion) for 2014 is made up of these regional shares:
North America: 44.9 percent ($14.318 million / €10,781 million)
Asia-Pacific: 36.5 percent ($11.627 million / €8,754 million)
Europe: 16.6 percent ($5.306 million / €3,995 million)
Middle East and Africa: 1.2 percent ($379 million / €286 million)
Latin America: 0.8 percent ($239 million / €180 million)
Mobile display again showed the highest growth at 88.1 percent, overtaking search as the dominant segment. Display represented 47.4 percent of total global mobile advertising revenue in 2014 at $15.1 billion (€11.4 billion). Mobile search followed, up 55.2 percent, taking a 46.1 percent share at $14.7 billion (€11 billion) Messaging grew 13 percent, as users continued to migrate from operator-owned messaging services to app-based messaging platforms, with a 6.6 percent share at $2.1 billion (€1.6 billion).