The figures in the latest IAB Europe - IHS report show that mobile advertising growth continues to accelerate and increased 68.2% to €37bn ($49bn) in 2015 from €22bn ($29bn) in 2014, driven by a mobile first consumer world and improving marketing technologies.
Mobile display continues to drive investment with the highest growth at 92.6%, whilst mobile search lagged behind, up 51.8%. Messaging grew by 20%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms.
In 2015, display accounts for over half of all mobile spend globally with a 52.3% share at €19bn ($26bn) and search takes a 42.8% share at €16bn ($21bn). Messaging’s share continues to decline with a 5% share at €2bn ($2.4bn).
The share by region of the global figure of €37bn ($49bn) for 2015 is:
Growth year-over-year was led by APAC, which saw a 69% leap in 2015. All regions excluding Middle East and Africa grew by over 50%:
Middle East and Africa – 37%
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