Global mobile advertising revenue nearly doubled in 2012, rising from €3,769 million to €6,889 million. Display and search advertising saw the largest gains, with their shares of total revenue increasing, while messaging declined slightly. Asia-Pacific and North America were the largest markets for mobile advertising, together accounting for over 75% of global revenue in 2012, though North America saw faster growth and narrowed the gap with Asia-Pacific.

1. Global Mobile Advertising Revenue
1
Display, Search, Messaging 2011 & 2012 Across Regions

2. Copyright © 2013 IHS Inc.
Global mobile ad revenue nearly doubled in
2012
2
3,769
6,889
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
2011 2012
Global mobile ad revenue (€m)
+82.8%

3. Copyright © 2013 IHS Inc.
Messaging under pressure as both display
and search increase their share
3
37.8% 38.7%
51.1% 52.8%
11.1% 8.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012
Global mobile ad revenue share by format
messaging search display

4. Copyright © 2013 IHS Inc.
Display and search growth on par, twice as
fast as messaging
4
87.3% 88.8%
40.2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Display Search Messaging
Mobile ad growth in 2012 by
format (%)
1,423
1,926
420
1,242
1,710
169
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
Display Search Messaging
2011 revenue and 2012 gains
by format (€m)
2012 addition
2011 revenue
2012 revenue
2,665
3,636
589

5. Copyright © 2013 IHS Inc.
North America
LATAM
Asia-Pacific
MEA
Western Europe
Central Europe
Asia Pacific and North America head-to-head
as rest of world trails behind
5
23 50 51
610
1,302
1,732
39 85 87
1,167
2,743 2,769
0
500
1,000
1,500
2,000
2,500
3,000
Latin America Middle-East and Africa Central Europe Western Europe North America Asia-Pacific
2011 vs 2012: Mobile ad revenue by region (€m)
2011 2012
2012: Mobile ad revenue by region (€m)

6. Copyright © 2013 IHS Inc.
Asia Pacific region suffers share losses as
North America catches up
6
Global mobile advertising revenue:
share by region
0.6%
1.3% 1.4%
16.2%
34.6%
45.9%
2011
Latin America
Middle-East and Africa
Central Europe
Western Europe
North America
Asia-Pacific
0.6% 1.2%
1.3%
16.9%
39.8%
40.2%
2012

7. Copyright © 2013 IHS Inc.
Asia Pacific dominates mobile display market
7
7
29
33
387
903
1,306
0 200 400 600 800 1,000 1,200 1,400
Latin America
Central Europe
Middle-East and Africa
Western Europe
North America
Asia-Pacific
Mobile display ad revenue 2011 vs 2012 (€m)
2012
2011

8. Copyright © 2013 IHS Inc.
North America overtakes APAC in search
8
6
31
33
698
1,336
1,532
0 200 400 600 800 1,000 1,200 1,400 1,600 1,800
Latin America
Middle-East and Africa
Central Europe
Western Europe
Asia-Pacific
North America
Mobile search ad revenue 2011 vs 2012 (€m)
2012
2011

9. Copyright © 2013 IHS Inc.
Gap between smaller mobile ad regions and
big players less pronounced in messaging
9
22
25
26
82
127
307
0 50 100 150 200 250 300 350
Middle-East and Africa
Central Europe
Latin America
Western Europe
Asia-Pacific
North America
Mobile messaging ad revenue 2011 vs 2012 (€m)
2012
2011

10. Copyright © 2013 IHS Inc.
Format distribution is not uniform globally,
reflects specific regional market structures
10
47.1%
33.2% 32.9%
38.5%
33.6%
18.8%
48.3%
59.8%
55.9%
36.0%
38.0%
14.4%
4.6% 7.0%
11.2%
25.6% 28.4%
66.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asia-Pacific Western Europe North America Middle-East and Africa Central Europe Latin America
Mobile ad revenue share by format: regions
messaging search display

11. Copyright © 2013 IHS Inc.
LATAM display grows nearly twice as fast as
North American market
11
72.4%
74.3%
75.1%
81.4%
87.3%
87.3%
121.4%
226.4%
0 0.5 1 1.5 2 2.5
Asia-Pacific
Western Europe
Total Europe
Middle-East and Africa
Total World
Central Europe
North America
Latin America
Mobile display ad growth in 2012 by region

12. Copyright © 2013 IHS Inc.
Also in search growth, LATAM leads; APAC
trend decoupled from rest of world
12
49.6%
79.0%
88.8%
100.1%
110.3%
110.8%
130.0%
242.4%
0% 50% 100% 150% 200% 250% 300%
Asia-Pacific
Middle-East and Africa
Total World
Central Europe
Total Europe
Western Europe
North America
Latin America
Mobile search ad growth in 2012 by region

13. Copyright © 2013 IHS Inc.
In contrast to other formats, APAC leads in
messaging growth
13
27.7%
34.6%
37.9%
39.4%
40.2%
40.8%
43.3%
57.2%
0% 10% 20% 30% 40% 50% 60% 70%
Central Europe
North America
Latin America
Total Europe
Total World
Middle-East and Africa
Western Europe
Asia-Pacific
Mobile messaging ad growth in 2012 by region

14. Copyright © 2013 IHS Inc.
Benchmarking mobile ad spend reveals
monetization gaps across regions
14
0.0 0.1 0.1
0.6
1.1
3.5
0.1 0.2 0.2
1.0
2.2
7.1
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
Latin America Middle-East and
Africa
Central Europe Asia-Pacific Western Europe North America
Mobile ad spend per mobile subscription (€)
2011 2012

15. Thank you
daniel.knapp@ihs.com