global mobile advertising revenue 2015 · global mobile advertising revenue up 68% ... global...
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Global Mobile Advertising Revenue 2015
The state of mobile advertising around the world
September 2016
Global mobile advertising revenue up 68% year-on-year to €37bn
€22,001
€ 37,010
€0
€5,000
€10,000
€15,000
€20,000
€25,000
€30,000
€35,000
€40,000
2014 2015
68%
Global mobile ad revenue (€m)*
Source: IAB Europe, IAB, IHS
Display takes lions share of display as messaging faces further pressure
6.9% 4.9%
47.4%42.8%
45.7%52.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015
Messaging Search Display
Source: IAB Europe, IAB, IHS
Mobile format shares in 2015
Mobile display advertising revenue growth outperforms other formats
93%
52%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Display Search Messaging
Source: IAB Europe, IAB, IHS
Mobile ad format growth by format in 2015
North America remains the largest mobile advertising market
€164 €248
€4,451
€7,510
€10,033
€262 €339
€7,029
€12,678
€16,703
€0
€2,000
€4,000
€6,000
€8,000
€10,000
€12,000
€14,000
€16,000
€18,000
Latin America Middle East & Africa Europe Asia-Pacific North America
2014 2015
2014 vs 2015: Mobile ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Minor changes in share of global mobile advertising revenue
0.7% 1.1%
20.2%
45.6%
34.1%
2014
0.7% 0.9%
19%
45.1%
34.3%
2015
Latin America
Middle East and Africa
Europe
North America
Asia Pacific
Source: IAB Europe, IAB, IHS
North America remains largest mobile display advertising market
€50
€83
€1,955
€3,716
€4,673
€96
€127
€3,138
€7,087
€8,915
€0 €1,000 €2,000 €3,000 €4,000 €5,000 €6,000 €7,000 €8,000 €9,000 €10,000
Latin America
Middle East & Africa
Europe
Asia Pacific
North America
2015 2014
2014 vs 2015: Mobile display ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Unchanged regional ranking in mobile search advertising
€34
€67
€2,274
€2,997
€5,032
€66
€98
€3,579
€4,612
€7,471
€0 €1,000 €2,000 €3,000 €4,000 €5,000 €6,000 €7,000 €8,000
Latin America
Middle East & Africa
Europe
Asia Pacific
North America
2015 2014
2014 vs 2015: Mobile search ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Gap between smaller and larger mobile advertising regions is less pronounced in messaging
€80
€99
€222
€328
€797
€101
€113
€312
€317
€979
€0 €100 €200 €300 €400 €500 €600 €700 €800 €900 €1,000
Latin America
Middle East & Africa
Europe
North America
Asia Pacific
2015 2014
2014 vs 2015: Mobile messaging ad revenues by region (€m)
Source: IAB Europe, IAB, IHS
Strong differences across format distribution globally
56%45%
53%
38% 36%
36%51%
45%
29%25%
8% 4%2%
33% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Asia-Pacific Europe North America Middle East and Africa Latin America
Mobile ad revenue by format: regions
Display Search Messaging
Source: IAB Europe, IAB, IHS
Latin America mobile display market grows faster than other regions
53.9%
60.5%
90.7%
90.8%
92.4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Middle East and Africa
Europe
Asia-Pacific
North America
Latin America
Mobile display ad growth in 2015 by region
Source: IAB Europe, IAB, IHS
Mobile search growth in Latin America decoupled from relatively homogenous growth in other regions
47.4%
48.5%
53.9%
57.4%
92.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Middle East and Africa
North America
Asia-Pacific
Europe
Latin America
Mobile search ad growth in 2015 by region
Source: IAB Europe, IAB, IHS
Definition of Mobile Advertising Formats
• Display: Any display advertising viewed or read on a mobile phone including rich media and video advertising. This could be browser-based as well as in-app.
• Search: Advertising appearing on specific word requests on search engines, viewed on a mobile device.
• Messaging (SMS/MMS): 3rd party ads in SMS and outbound SMS only - this includes advertising either within the body copy of an SMS / MMS message, or outbound messaging.
Methodology
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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Alison Fennah - [email protected] Knapp - [email protected]
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