The Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology report that global figures for mobile advertising revenue which rose 64.8% to $31.9bn (€23.9bn) in 2014 from $19.3bn (€14.6bn) in 2013. They find that this growth is being driven by continued shifts in consumer usage patterns and industry innovations.
According to the IAB, the global figure of $31.9bn (€23.9bn) for 2014 is made up of these regional shares:
- North America: 44.9% ($14.318m / €10,781m)
- Asia-Pacific: 36.5% ($11.627m / €8,754m)
- Europe: 16.6% ($5.306m / €3,995m)
- Middle East and Africa: 1.2% ($379m / €286m)
- Latin America: 0.8% ($239m / €180m)
Among the key findings:
- Growth year-over-year was led by North America, which saw a 76.8% leap over the 2013 figures.
- All regions grew by more than 50%.
- Mobile display continues to show the highest growth at 88.1%, overtaking search as the dominant segment.
- Search represented 46.1% of the total global mobile advertising revenue in 2014.
- Display represented 47.4% of the total global mobile advertising revenue in 2014 at $15.1bn (€11.4bn).
- Mobile search followed, up 55.%, taking a 46.1% share.