IAB 2013 Global Mobile Advertising Revenue Report

The U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology revealed today their global figures for mobile advertising revenue which soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012, confirming the adoption of mobile as an essential element of the marketer’s toolkit.

The share by region of the global figure of $19.3m (€14.6m) for 2013 is:

  • North America: 41.9% ($8,100m / €6,099m)
  • Asia-Pacific: 38.9% ($7,525m / €5,666m)
  • Europe: 17.3% ($3,346m / €2,519m)
  • Middle East & Africa: 1.2% ($225m / €170m)
  • Latin America: 0.7% ($144m / €109m)
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 $9.5bn (€7.1bn)
  • Display approaches parity with a 41.5 percent share at $8bn (€6bn), and messaging takes a 9.6 percent share at $1.9bn (€1.4bn)

To view last year's Global Mobile Ad Revenue Report, see here.

2013 revenue gains over 2012 ($m)