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%
IAB Europe report: Global Mobile Advertising Revenue 2015
The figures in the latest IAB Europe – IHS report show that 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.
