Global Mobile Advertising Revenue 2013 The State of ... - IAB Europe

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AUGUST 2014

Global Mobile Advertising Revenue 2013 The State of Mobile Advertising Around the World

© 2014 IHS / ALL RIGHTS RESERVED

Global mobile advertising revenue nearly doubled in 2013 Global mobile ad revenue (€m)* € 16,000

€ 14,563

€ 14,000 € 12,000

+92.0%

€ 10,000 € 8,000

€ 7,584

€ 6,000 € 4,000 € 2,000 €0 2012

2013

*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.

© 2014 IHS

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Display expands its share of mobile advertising as messaging faces pressure

Global mobile ad revenue by format 100% 90%

9.6%

15.5%

80% 70% 60%

48.9% 48.9%

50% 40% 30% 20%

41.5%

35.7%

10% 0% 2012

messaging

© 2014 IHS

2013

search

display

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Mobile display advertising revenues more than doubles as growth outperformed other formats Mobile ad growth in 2013 by format (%)

2013 revenue gains over 2012 (€m) 140%

€ 8,000

123% € 7,000 € 6,000

120%

€7,123 €6,041

100%

92%

€ 3,416

€ 5,000 80%

€ 3,336 € 4,000 2013 revenues

€ 3,000

60%

2013 additions

€ 2,000

€ 3,707 € 2,705

2012 revenue

€ 227

€ 1,000

€1,399

40% 19%

20%

€ 1,172 €0

0% Display

© 2014 IHS

Search

Messaging

Display

Search

Messaging

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North America overtakes Asia-Pacific as largest mobile advertising market 2012 vs 2013: Mobile ad revenues by region (€m) € 7,000 € 6,099 € 6,000

€ 5,666

€ 5,000

€ 4,000 € 3,362 € 3,000

2012

€ 2,743

€ 2,519

2013

€ 2,000 € 1,328 € 1,000

€0

© 2014 IHS

€ 34 € 109

€ 117 € 170

Latin America

Middle East & Africa

Europe

Asia-Pacific

North America

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Share gains for all regions apart from Asia-Pacific and Middle East & Africa Global mobile advertising revenue: share by region

2012 0.5%

2013

1.5%

0.7%

1.2%

17.3%

17.5% 38.9% 44.3%

36.2%

41.9%

Latin America Middle-East and Africa Europe North America Asia-Pacific © 2014 IHS

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Asia-Pacific maintains marginal lead in mobile display advertising ahead of rapidly growing North American market 2012 vs 2013: Mobile display ad revenues by region (€m) € 2,512

Asia-Pacific

€ 1,327

€ 2,466

North America

€ 903

€ 990

Europe

€ 28

€ 28 €7 €0

© 2014 IHS

2012

€ 45

Middle East & Africa

Latin America

2013

€ 438

€ 500

€ 1,000

€ 1,500

€ 2,000

€ 2,500

€ 3,000

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Unchanged regional ranking in mobile search advertising 2012 vs 2013: Mobile search ad revenues by region (€m) € 3,247

North America

€ 1,532

€ 2,435

Asia-Pacific

€ 1,361

€ 1,368

Europe

€ 27

€ 27 €6 €0

© 2014 IHS

2012

€ 47

Middle East & Africa

Latin America

2013

€ 780

€ 500

€ 1,000

€ 1,500

€ 2,000

€ 2,500

€ 3,000

€ 3,500

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Gap between smaller and larger mobile advertising regions is less pronounced in messaging Mobile messaging ad revenues 2012 vs 2013 (€m) € 723

Asia-Pacific

€ 670

€ 386

North America

€ 307

€ 161

Europe

2012

€ 78

Middle East & Africa

€ 61

€ 54

Latin America

€ 21 €0

© 2014 IHS

2013

€ 110

€ 100

€ 200

€ 300

€ 400

€ 500

€ 600

€ 700

€ 800

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Strong differences across format distribution globally Mobile ad revenue by format: regions 100%

12.7%

6.3%

6.4%

90% 80% 70%

43.0%

46.1%

49.4%

27.5%

24.4%

26.4%

26.2%

Middle East and Africa

Latin America

53.2%

54.3%

60%

50% 40% 30% 20%

44.3%

40.4%

39.3%

10% 0%

Asia-Pacific

Europe

North America display

© 2014 IHS

search

messaging

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Latin American mobile display market grows 5x faster than market in Middle East and Africa Mobile display ad growth in 2013 by region Latin America

288%

North America

173%

Europe

126%

Asia-Pacific

89%

Middle-East and Africa

57%

0% © 2014 IHS

50%

100%

150%

200%

250%

300%

350%

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Mobile search growth in Latin America decoupled from relatively homogenous growth in other regions Mobile search ad growth in 2013 by region Latin America

354%

North America

112%

Asia-Pacific

79%

Europe

75%

Middle-East and Africa

71%

0%

© 2014 IHS

50%

100%

150%

200%

250%

300%

350%

400%

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Maturity of messaging advertising evident in Asia Pacific, but format still commands triple-digit growth in Latin America Mobile messaging ad growth in 2013 by region Latin America

152%

Europe

47%

Middle-East and Africa

28%

North America

26%

Asia-Pacific

7%

0%

© 2014 IHS

20%

40%

60%

80%

100%

120%

140%

160%

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GLOBAL MOBILE ADEX – THE STATE OF MOBILE ADVERTISING AROUND THE WORLD

Thanks

Connect with IAB Europe: @IABEurope IAB Europe www.iabeurope.eu

© 2014 IHS

Contact: Alison Fennah, IAB Europe – [email protected] Daniel Knapp, IHS – [email protected]

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Contact us Americas: +1.800.IHS.CARE (+1.800.447.273); [email protected]

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