Access the IAB Europe AdEx Benchmark reports, the definitive guides to the state of the European online advertising market, from 2008 – 2013 below.
AdEx Benchmark 2008
AdEx Benchmark 2009
AdEx Benchmark 2010
AdEx Benchmark 2011
AdEx Benchmark 2012
AdEx Benchmark 2013
Global Mobile Advertising Revenue Hits €14.6 Billion ($19.3 Billion) in 2013 Nearly Doubling from Previous Year, According to IAB Europe, IAB & IHS. Latin America shows highest year-on-year growth, soaring 215%, with major increases coming from North America, up 122% and Europe up 90%
The share by region of the global figure of $19.3m (€14.6m) for 2013 is:
- North America: 41.9% (€6,099m / $8,100m)
- Asia-Pacific: 38.9% (€5,666m / $7,525m)
- Europe: 17.3% (€2,519m / $3,346m)
- Middle East & Africa: 1.2% (€170m / $225m)
- Latin America: 0.7% (€109m / $144m)
Key findings:
- Mobile display shows the highest growth at 123.4 percent, and mobile search, up 92.1 percent, flourishes mainly driven by smartphone penetration as affordable data plans fuel location-based search-on-the-go
- Messaging, itself up 19.4 percent, might not be sharing as much robust growth due to migration from operator-owned messaging services (e.g. SMS and MMS) to alternative platforms. Successful messaging innovation, particularly in Asia, reinforces the commonly held industry belief that mobile players need to be ahead of the curve.
- Search remains the dominant segment representing 48.9 percent of the total global mobile advertising revenue in 2013 at €7.1bn ($9.5bn)
- Display approaches parity with a 41.5 percent share at €6bn ($8bn), and messaging takes a 9.6 percent share at €1.4bn ($1.9bn)
Read the press release here
IAB Europe, the U.S. IAB Mobile Marketing Center of Excellence, and IHS revealed during a webinar their global figures for mobile advertising revenue. The figures highlight a strong positive growth story taking place across mobile advertising formats. Revenues leaped a massive 82.8% from €3.769bn in 2011 to €6.889bn in 2012. With growth rates of 88.8% in search, 87.3% in display and 40.2% in messaging at a global level, ad spend in these formats reflects bullish growth in the sector.
Key findings:
- Mobile advertising revenues leaped a massive 82.8% from €3.769bn in 2011 to €6.889bn ($8.852bn) in 2012
- Driven by both established and emerging markets, mobile advertising revenue continues to be dominated by the search segment, which represented 52.8% of total global mobile advertising revenue
- The share by region of the global figure of $5.3 billion (€3.8 billion) for 2012 is: Western Europe 16.9%; Central Europe 1.3%; North America 39.8%; Latin America 0.6%; Asia-Pacific 40.2%; Middle East & Africa 1.2%.
You can watch the webinar recording here.
