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IHS(ihs) Global Mobile Advertising Revenue 2013 The State of Mobile Advertising Around the World
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Information | Analytics | Expertise
© 2014 IHS / ALL RIGHTS RESERVED
Global Mobile Advertising Revenue 2013
The State of Mobile Advertising Around the
World
AUGUST 2014
© 2014 IHS
Global mobile advertising revenue nearly doubled in 2013
| 2
€ 7,584
€ 14,563
€ 0
€ 2,000
€ 4,000
€ 6,000
€ 8,000
€ 10,000
€ 12,000
€ 14,000
€ 16,000
2012 2013
Global mobile ad revenue (€m)*
*All data in this presentation is in constant 2013 EUR. Constant exchange rates have been used in order to
eliminate currency effects on the growth rate.
+92.0%
© 2014 IHS
Display expands its share of mobile advertising as messaging faces pressure
| 3
35.7% 41.5%
48.9%
48.9%
15.5% 9.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Global mobile ad revenue by format
messaging search display
© 2014 IHS
Mobile display advertising revenues more than doubles as growth outperformed other formats
| 4
123%
92%
19%
0%
20%
40%
60%
80%
100%
120%
140%
Display Search Messaging
Mobile ad growth in 2013 by format (%)
2013 revenue gains over 2012 (€m)
€ 2,705
€ 3,707
€ 1,172
€ 3,336
€ 3,416
€ 227
€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 7,000
€ 8,000
Display Search Messaging
€6,041
€7,123
€1,399
2013 revenues
2013 additions
2012 revenue
© 2014 IHS
North America overtakes Asia-Pacific as largest mobile advertising market
| 5
€ 34 € 117
€ 1,328
€ 3,362
€ 2,743
€ 109 € 170
€ 2,519
€ 5,666
€ 6,099
€ 0
€ 1,000
€ 2,000
€ 3,000
€ 4,000
€ 5,000
€ 6,000
€ 7,000
Latin America Middle East & Africa Europe Asia-Pacific North America
2012
2013
2012 vs 2013: Mobile ad revenues by region (€m)
© 2014 IHS
Share gains for all regions apart from Asia-Pacific and Middle East & Africa
| 6
0.5% 1.5%
17.5%
36.2%
44.3%
2012
Latin AmericaMiddle-East and AfricaEuropeNorth AmericaAsia-Pacific
0.7% 1.2%
17.3%
41.9%
38.9%
2013
Global mobile advertising revenue: share by region
© 2014 IHS
Asia-Pacific maintains marginal lead in mobile display advertising ahead of rapidly growing North American market
| 7
€ 7
€ 28
€ 438
€ 903
€ 1,327
€ 28
€ 45
€ 990
€ 2,466
€ 2,512
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000
Latin America
Middle East & Africa
Europe
North America
Asia-Pacific
2013
2012
2012 vs 2013: Mobile display ad revenues by region (€m)
© 2014 IHS
Unchanged regional ranking in mobile search advertising
| 8
€ 6
€ 27
€ 780
€ 1,361
€ 1,532
€ 27
€ 47
€ 1,368
€ 2,435
€ 3,247
€ 0 € 500 € 1,000 € 1,500 € 2,000 € 2,500 € 3,000 € 3,500
Latin America
Middle East & Africa
Europe
Asia-Pacific
North America
2013
2012
2012 vs 2013: Mobile search ad revenues by region (€m)
© 2014 IHS
Gap between smaller and larger mobile advertising regions is less pronounced in messaging
| 9
€ 21
€ 61
€ 110
€ 307
€ 670
€ 54
€ 78
€ 161
€ 386
€ 723
€ 0 € 100 € 200 € 300 € 400 € 500 € 600 € 700 € 800
Latin America
Middle East & Africa
Europe
North America
Asia-Pacific
2013
2012
Mobile messaging ad revenues 2012 vs 2013 (€m)
© 2014 IHS
Strong differences across format distribution globally
| 10
44.3% 39.3% 40.4%
26.4% 26.2%
43.0% 54.3% 53.2%
27.5% 24.4%
12.7% 6.4% 6.3%
46.1% 49.4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asia-Pacific Europe North America Middle East and Africa Latin America
Mobile ad revenue by format: regions
display search messaging
© 2014 IHS
Latin American mobile display market grows 5x faster than market in Middle East and Africa
| 11
57%
89%
126%
173%
288%
0% 50% 100% 150% 200% 250% 300% 350%
Middle-East and Africa
Asia-Pacific
Europe
North America
Latin America
Mobile display ad growth in 2013 by region
© 2014 IHS
Mobile search growth in Latin America decoupled from relatively homogenous growth in other regions
| 12
71%
75%
79%
112%
354%
0% 50% 100% 150% 200% 250% 300% 350% 400%
Middle-East and Africa
Europe
Asia-Pacific
North America
Latin America
Mobile search ad growth in 2013 by region
© 2014 IHS
Maturity of messaging advertising evident in Asia Pacific, but format still commands triple-digit growth in Latin America
| 13
7%
26%
28%
47%
152%
0% 20% 40% 60% 80% 100% 120% 140% 160%
Asia-Pacific
North America
Middle-East andAfrica
Europe
Latin America
Mobile messaging ad growth in 2013 by region
© 2014 IHS
Thanks
Contact:
Alison Fennah, IAB Europe –
Daniel Knapp, IHS –
14
GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD
@IABEurope
IAB Europe
www.iabeurope.eu
Connect with IAB Europe:
© 2014 IHS. No portion of this report may be reproduced, reused, or otherwise distributed in any form without prior written consent, with the exception of any internal
client distribution as may be permitted in the license agreement between client and IHS. Content reproduced or redistributed with IHS permission must display IHS legal
notices and attributions of authorship. The information contained herein is from sources considered reliable but its accuracy and completeness are not warranted, nor
are the opinions and analyses which are based upon it, and to the extent permitted by law, IHS shall not be liable for any errors or omissions or any loss, damage or
expense incurred by reliance on information or any statement contained herein. For more information, please contact IHS at [email protected], +1 800 IHS CARE
(from North American locations), or +44 (0) 1344 328 300 (from outside North America). All products, company names or other marks appearing in this publication are
the trademarks and property of IHS or their respective owners.
Americas:
+1.800.IHS.CARE (+1.800.447.273);
Europe, Middle East, and Africa:
+44.(0).1344.328.300;
Asia and the Pacific Rim:
+604.291.3600;
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