Download The Global Mobile Advertising Revenue Report - IAB

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Download The Global Mobile Advertising Revenue Report - IAB

Global Mobile Advertising Revenue

Display, Search, Messaging 2011 & 2012 Across Regions

1


Global mobile ad revenue nearly doubled in

2012

8,000

Global mobile ad revenue (€m)

7,000

6,889

6,000

+82.8%

5,000

4,000

3,769

3,000

2,000

1,000

0

2011 2012

Copyright © 2013 IHS Inc.

2


Messaging under pressure as both display

and search increase their share

100%

90%

Global mobile ad revenue share by format

11.1% 8.5%

80%

70%

60%

51.1%

52.8%

50%

40%

30%

20%

37.8% 38.7%

10%

0%

2011 2012

messaging search display

Copyright © 2013 IHS Inc.

3


Display and search growth on par, twice as

fast as messaging

2011 revenue and 2012 gains

by format (€m)

Mobile ad growth in 2012 by

format (%)

4,000

100%

3,500

3,636

90%

87.3%

88.8%

3,000

2,500

2,665

1,710

2012 revenue

2012 addition

2011 revenue

80%

70%

60%

2,000

1,242

50%

1,500

40%

40.2%

30%

1,000

500

1,423

1,926

169

589

20%

10%

0

420

Display Search Messaging

0%

Display Search Messaging

Copyright © 2013 IHS Inc.

4


Asia Pacific and North America head-to-head

as rest of world trails behind

2012: Mobile ad revenue by region (€m)

LATAM

MEA

Central Europe

Western Europe

North America

Asia-Pacific

3,000

2011 vs 2012: Mobile ad revenue by region (€m)

2,743 2,769

2,500

2,000

1,732

1,500

1,167

1,302

1,000

610

500

23 39 50 85 51 87

0

Latin America Middle-East and Africa Central Europe Western Europe North America Asia-Pacific

2011 2012

Copyright © 2013 IHS Inc.

5


Asia Pacific region suffers share losses as

North America catches up

2011

0.6% 1.3% 1.4%

Global mobile advertising revenue:

share by region

2012

0.6% 1.2% 1.3%

16.9%

45.9%

16.2%

40.2%

Latin America

Middle-East and Africa

Central Europe

Western Europe

North America

Asia-Pacific

34.6%

39.8%

Copyright © 2013 IHS Inc.

6


Asia Pacific dominates mobile display market

Mobile display ad revenue 2011 vs 2012 (€m)

Asia-Pacific

1,306

North America

903

2012

Western Europe

387

2011

Middle-East and Africa

33

Central Europe

29

Latin America

7

0 200 400 600 800 1,000 1,200 1,400

Copyright © 2013 IHS Inc.

7


North America overtakes APAC in search

Mobile search ad revenue 2011 vs 2012 (€m)

North America

1,532

2012

Asia-Pacific

1,336

2011

Western Europe

698

Central Europe

33

Middle-East and Africa

31

Latin America

6

0 200 400 600 800 1,000 1,200 1,400 1,600 1,800

Copyright © 2013 IHS Inc.

8


Gap between smaller mobile ad regions and

big players less pronounced in messaging

Mobile messaging ad revenue 2011 vs 2012 (€m)

North America

307

Asia-Pacific

127

Western Europe

82

Latin America

26

2012

2011

Central Europe

25

Middle-East and Africa

22

0 50 100 150 200 250 300 350

Copyright © 2013 IHS Inc.

9


Format distribution is not uniform globally,

reflects specific regional market structures

Mobile ad revenue share by format: regions

100%

90%

4.6% 7.0%

11.2%

25.6% 28.4%

80%

70%

60%

50%

48.3%

59.8%

55.9%

36.0%

38.0%

66.7%

40%

30%

20%

47.1%

33.2% 32.9%

38.5%

33.6%

14.4%

10%

18.8%

0%

Asia-Pacific Western Europe North America Middle-East and Africa Central Europe Latin America

messaging search display

Copyright © 2013 IHS Inc.

10


LATAM display grows nearly twice as fast as

North American market

Mobile display ad growth in 2012 by region

Latin America

226.4%

North America

121.4%

Central Europe

87.3%

Total World

87.3%

Middle-East and Africa

81.4%

Total Europe

75.1%

Western Europe

74.3%

Asia-Pacific

72.4%

0 0.5 1 1.5 2 2.5

Copyright © 2013 IHS Inc.

11


Also in search growth, LATAM leads; APAC

trend decoupled from rest of world

Mobile search ad growth in 2012 by region

Latin America

242.4%

North America

130.0%

Western Europe

110.8%

Total Europe

110.3%

Central Europe

100.1%

Total World

88.8%

Middle-East and Africa

79.0%

Asia-Pacific

49.6%

0% 50% 100% 150% 200% 250% 300%

Copyright © 2013 IHS Inc.

12


In contrast to other formats, APAC leads in

messaging growth

Mobile messaging ad growth in 2012 by region

Asia-Pacific

57.2%

Western Europe

43.3%

Middle-East and Africa

40.8%

Total World

40.2%

Total Europe

39.4%

Latin America

37.9%

North America

34.6%

Central Europe

27.7%

0% 10% 20% 30% 40% 50% 60% 70%

Copyright © 2013 IHS Inc.

13


Benchmarking mobile ad spend reveals

monetization gaps across regions

Mobile ad spend per mobile subscription (€)

8.0

7.0

2011 2012

7.1

6.0

5.0

4.0

3.5

3.0

2.0

1.0

0.0

0.0 0.1

0.1 0.2 0.1 0.2

Latin America

Middle-East and

Africa

0.6

1.0

Central Europe Asia-Pacific Western Europe North America

1.1

2.2

Copyright © 2013 IHS Inc.

14


Thank you

daniel.knapp@ihs.com

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