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IAB Global mobile advertising revenue 2014 report
1.
Information | Analytics
| Expertise © 2015 IHS / ALL RIGHTS RESERVED Global Mobile Advertising Revenue 2014 The State of Mobile Advertising Around the World BRUSSELS, LONDON & NEW YORK 13 AUGUST 2015 DanielKnapp,DirectorAdvertising Research daniel.knapp@ihs.com @_dknapp
2.
© 2015 IHS Global
mobile advertising revenue up 65% year-on-year to €24bn 2 Global mobile ad revenue (€m)* 65% Source: IAB Europe, IAB, IHS
3.
© 2015 IHS Display
expands its share of mobile advertising further as messaging faces further pressure 3 Source: IAB Europe, IAB, IHS
4.
© 2015 IHS Mobile
display advertising revenue growth outperforms other formats 4 Source: IAB Europe, IAB, IHS
5.
© 2015 IHS North
America remains the largest mobile advertising market 5 2013 vs 2014: Mobile ad revenues by region (€m) Source: IAB Europe, IAB, IHS
6.
© 2015 IHS Minor
changes in share of global mobile advertising revenue 6 Global mobile advertising revenue: share by region Source: IAB Europe, IAB, IHS
7.
© 2015 IHS North
America overtakes Asia-Pacific in mobile display advertising 7 2013 vs 2014: Mobile display ad revenues by region (€m) Source: IAB Europe, IAB, IHS
8.
© 2015 IHS Unchanged
regional ranking in mobile search advertising 8 2013 vs 2014: Mobile search ad revenues by region (€m) Source: IAB Europe, IAB, IHS
9.
© 2015 IHS Gap
between smaller and larger mobile advertising regions is less pronounced in messaging 9 Mobile messaging ad revenues 2013 vs 2014 (€m) Source: IAB Europe, IAB, IHS
10.
© 2015 IHS Strong
differences across format distribution globally 10 Source: IAB Europe, IAB, IHS
11.
© 2015 IHS North
America mobile display market grows faster than other regions 11 Mobile display ad growth in 2014 by region Source: IAB Europe, IAB, IHS
12.
© 2015 IHS Mobile
search growth in Middle East & Africa decoupled from relatively homogenous growth in other regions 12 Mobile search ad growth in 2014 by region Source: IAB Europe, IAB, IHS
13.
© 2015 IHS Definition
of Mobile Advertising Formats 13 Display: Any display advertising viewed or read on a mobile phone including rich media and video advertising. This could be browser-based as well as in-app. Search: Advertising appearing on specific word requests on search engines, viewed on a mobile device. SMS/MMS: 3rd party ads in SMS and outbound SMS only - this includes advertising either within the body copy of an SMS / MMS message, or outbound messaging.
14.
© 2015 IHS Market
Sizing Methodology 14 Market size is gross,defined as after discounts,before agencycommissions. Global market sizing and format split is based on reported data by local IABs, and a statistical and econometric model. Reported data has been harmonised to adjust for discountsand agencycommissions. Modelled data is based on variables such as smartphonepenetration,3G subscriptions,messaging volume. The model has been refined based on benchmarkingvariables suchas ad spend per capita, mobile subscriptionsand 3G/4G penetrationas well as through interviews with key players acrossthe mobile advertising ecosystem. Model also takesinto accounttypology of mobile ad markets in terms of maturity and format proliferation. All data expressed in constant2013 USD. Conversions into EUR based on 2013 USD-EUR foreign exchange rates. Constant currencyis used to eliminate exchange rate effectson growth rates.
15.
© 2015 IHS Thanks daniel.knapp@ihs.com @_dknapp technology.ihs.com Alison
Fennah fennah@iabeurope.eu @IAB_Europe 15
16.
© 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 customercare@ihs.com, +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); customercare@ihs.com Europe, Middle East, and Africa: +44.(0).1344.328.300; customer.support@ihs.com Asia and the Pacific Rim: +604.291.3600; supportapac@ihs.com Contact us