Research & Thought Leadership

IAB Europe report: Global Mobile Advertising Revenue 2015 – The state of mobile advertising around the world

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.

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%

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