Display Overtakes Search in Global Mobile Ad Spending

August 17, 2015

This article is included in these additional categories:

Digital | Display & Rich Media | Global & Regional | Mobile Phone | Paid Search | Spending & Spenders | Tablet

IABIHS-Global-Mobile-Ad-Revenues-by-Format-2012-v-2014-Aug2015Source: Interactive Advertising Bureau (IAB) [pdf]

    Notes: Mobile advertising revenue grew by 65% year-over-year in 2014 to reach $31.9 billion, details the IAB in a new report. Display ad spending saw the fastest rate of growth (88%), including a particularly rapid rise in North America (114.2%). Mobile search ad spend increased at a relatively slower pace of 55% and surrendered its leading share of total spending to display (46.1% and 47.4%, respectively).

    North America remained the dominant region in terms of global mobile advertising revenue share, up 3 points year-over-year to 44.9% of all revenues.

      Related: Advertising Channels With the Largest Purchase Influence on Consumers

        About the Data: The report describes its methodology as follows:

        “Market size is gross, defined as after discounts, before agency commissions. Global market sizing and format split is based on reported data by local IABs, and a statistical and econometric model. Reported data has been harmonised to adjust for discounts and agency commissions. Modelled data is based on variables such as smartphone penetration, 3G subscriptions, messaging volume. The model has been refined based on benchmarking variables such as ad spend per capita, mobile subscriptions and 3G/4G penetration as well as through interviews with key players across the mobile advertising ecosystem. Model also takes into account typology of mobile ad markets in terms of maturity and format proliferation.

        All data expressed in constant 2013 USD. Conversions into EUR based on 2013 USD-EUR foreign exchange rates.

        Constant currency is used to eliminate exchange rate effects on growth rates.”

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