Global mobile advertising revenue continued to grow rapidly in 2013, nearly doubling its total to 19.3 billion, according to figures released today by the Interactive Advertising Bureau and IHS Technology.
The 92% surge — the 2012 total was 10.1 billion — was driven by 123.4% percent growth in revenue from mobile display advertising and a 92.1% increase in mobile search ads. Messaging ad revenue grew 19.4%. Search remains the leading segment at $9.5 billion, 48.9% of the total, with display moving closer at $8 billion (41.5%).
Here’s how the revenue is broken down by region:
North America: 41.9% ($8,100m)
Asia-Pacific: 38.9% ($7,525m)
Europe: 17.3% ($3,346m)
Middle East & Africa: 1.2% ($225m)
Latin America: 0.7% ($144m)
Despite the strong growth, mobile advertising remains a small part of the total internet advertising market, which was estimated to be nearly $500 billion in 2013. However, the mobile growth is significantly outpacing the total, which is tracking at about 3% yearly.
“These powerhouse numbers directly reflect mobile’s rapidly increasing role as a vital part of the marketing media mix,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “In particular, as mobile ad campaigns become easier to plan, create, buy, and measure – in great part due to programmatic strategies – these operational efficiencies are spurring the growth of the mobile display ad market. And, this impressive rise in mobile advertising is unquestionably a worldwide phenomenon, with strong year-over-year upticks being seen in every corner of the globe.”
Download the full report here (PDF).
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