The IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed their global figures for mobile advertising revenue which increased 68.2 percent to $49.bn (€37bn) in 2015 from $29bn (€22bn) in 2014, driven by a mobile first consumer world and improving marketing technologies. Mobile display continues to drive investment with the highest growth at 92.6%, while mobile search lagged behind, up 51.8%. Messaging grew by 20%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms. In 2015, display accounts for over half of all mobile spend globally with a 52.3% share at $26bn (€19bn) and search takes a 42.8% share at $21bn (€16bn). Messaging’s share continues to decline with a . . .
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