Mobile advertising spend increased 68.2% in 2015, according to IAB Europe and IHS research

Anne Freier | September 27, 2016

Mobile Advertising

iab europeihs
IAB Europe and IHS have just published some new research that finds mobile advertising revenue has increased 68.2% to $49bn last year, up from $29bn in 2014. The increase has been driven by the mobile-first consumer as well as new advertising technologies for mobile devices.
Mobile advertising growing rapidly
Hand holding mobile smart phone with success chart on screen. Isolated on white.
Meanwhile, mobile display has continued to push along investment with growth up to 92.6%. Mobile search is lagging somewhat behind at 51.8% and messaging grew 20% as users continued to migrate from operator-owned messaging services to app-based messaging platforms.
Whilst display still accounted for more than 50% of mobile ad spend globally at $26bn and search took up 42.8% at $21bn in 2015, messaging’s share has declined to 5% at $2.4bn.
Regional shares of how the $49bn in ad spend were distributed in 2015 are:

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

Townsend Feehan, CEO of IAB Europe said:

“The Global Mobile Advertising revenue numbers demonstrate that the channel is a key driver in the evolution of digital advertising and the growth of display confirms the importance of mobile for brand advertisers to reach their consumers. It is key for advertisers, agencies and publishers to have a cohesive view of the customer journey and mobile is playing an increasing role in that.”

The growth from 2014 to 2015 has been led by APAC, leaping 69% in 2015. However, all regions grew more than 50% in ad spend last year.

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

Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB, adds:

“These global figures reflect brands’ recognition that mobile is a critical platform for reaching today’s consumersWe’ve experienced skyrocketing growth for mobile advertising in the US – a 66% upswing year-over-year from 2014 to 2015 – and considering the small screen’s power to reach audiences, it is unsurprising to see an upward trajectory the world over.”

Indeed, the findings are pointing towards strong growth of the online ad market. Figures also signalling improved ad technologies as well as measurement tools and creative strategies.

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