Total Mobile Ad Spend Almost Doubled Last Year
IAB report puts total revenue at $19.3 billion.
Mobile may be next frontier for publishing, but readers have migrated to the platform faster than advertisers—that gap could be closing though.
Global mobile advertising revenue nearly doubled in 2013, totaling $19.3 billion, according to a report from the Interactive Advertising Bureau (IAB). That rate of growth—92 percent, to be exact—is up over last year’s. Mobile ad spend grew 82 percent from 2011 to 2012.
Mobile display advertising is the fastest-growing segment, up 123 percent, which could be good news for publishers. Mobile search advertising and messaging rose 92 percent and 19 percent, respectively.
Search still commands the most dollars overall—it claims 48.9 percent of the market with $9.5 billion—but display is catching up. Display advertising grabbed 41.5 percent of the market in 2013, up from 38.7 percent in 2012. Messaging accounted for just 9.6 percent of overall spending, a percentage point higher than 2012.
Regionally, North America led the world in mobile ad revenue, with 41.9 percent of the overall market. Asia-Pacific was close behind with 38.9 percent. Latin America, claiming just 0.7 percent market share, grew its small base by 215 percent last year though-the highest among any region. The U.S. was second in growth rate at 122 percent.