IHS(ihs) Global Mobile Advertising Revenue 2013 The State of Mobile Advertising Around the World

1. Information | Analytics | Expertise
© 2014 IHS / ALL RIGHTS RESERVED
Global Mobile Advertising Revenue 2013
The State of Mobile Advertising Around the
World
AUGUST 2014

2. © 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%

3. © 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

4. © 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

5. © 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)

6. © 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 America
Middle-East and Africa
Europe
North America
Asia-Pacific
0.7% 1.2%
17.3%
41.9%
38.9%
2013
Global mobile advertising revenue: share by region

7. © 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)

8. © 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)

9. © 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)

10. © 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

11. © 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

12. © 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

13. © 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 and
Africa
Europe
Latin America
Mobile messaging ad growth in 2013 by region

14. © 2014 IHS
Thanks
Contact:
Alison Fennah, IAB Europe –
fennah@iabeurope.eu
Daniel Knapp, IHS –
daniel.knapp@ihs.com
14
GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD
@IABEurope
IAB Europe
www.iabeurope.eu
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