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, according to new research.
The findings, from IAB Europe and IHS revealed that mobile display continues to outpace search and grew by an exponential 92.6% to €19 billion ($26 billion).
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:
• North America: 45% (€17bn / $22bn)
• Asia-Pacific: 34% (€13bn / $17bn)
• Europe: 19% (€7bn / $9bn)
• Middle East & Africa: 0.9% (€0.3bn / $0.4bn)
• Latin America: 0.7% (€0.3bn / $0.3bn)
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%:
• Asia-Pacific – 69%
• North America – 67%
• Latin America – 60%
• Europe – 58%
• Middle East and Africa – 37%
Townsend Feehan, CEO of IAB Europe said: “The Global Mobile Advertising revenue numbers demonstrate that the channel is a key driver in the evolution of digital advertising and the growth of display confirms the importance of mobile for brand advertisers to reach their consumers. It is key for advertisers, agencies and publishers to have a cohesive view of the customer journey and mobile is playing an increasing role in that.”
“These global figures reflect brands’ recognition that mobile is a critical platform for reaching today’s consumers,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “We’ve experienced skyrocketing growth for mobile advertising in the U.S. – a 66 percent upswing year-over-year from 2014 to 2015 – and considering the small screen’s power to reach audiences, it is unsurprising to see an upward trajectory the world over.”
“The research shows that mobile is becoming the key channel for advertisers to reach their consumers and continues to evolve the online advertising market. These numbers have been underpinned by the industry coming together to collaborate and create improvements to mobile advertising infrastructure”, said Daniel Knapp, Senior Director Advertising Research, IHS. “Access to improvements in technology, measurement and creatives are helping advertisers use mobile as a channel for brand advertising.”