Global Mobile Advertising Revenues surged to $49 billion (37bn) in 2015

IAB 2013 Global Mobile Advertising Revenue Report 1

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 5% share at $2.4bn (2bn).

The share by region of the global figure of $49bn (37.9bn) for 2015 is:

North America: 45% ($22bn/17bn)
Asia-Pacific: 34% ($17bn/13bn)
Europe: 19% ($9bn/7bn)
Middle East & Africa: 0.9% ($0.4bn/0.3bn)
Latin America: 0.7% ($0.3bn/0.3bn)

Growth year-over-year was led by APAC, which saw a 69% leap in 2015. All regions excluding Middle East and Africa grew by over 50%:

Asia-Pacific – 69%
North America – 67%
Latin America – 60%
Europe – 58%
Middle East and Africa – 37%

Download Global Mobile Advertising Revenue 2015 Report