Global mobile advertising revenue reaches record high of $8.9bn, an 83% increase since 2011
IAB Mobile Marketing Centre has revealed the latest global figures for advertising revenue, noting an 82 per cent leap to $8.9bn (from $5.3bn in 2011).
Broken down into regions, growth amounting to 111 per cent was noted in North America, meaning it now holds a 39.8 per cent share ($3,525m) of the global market.
Meanwhile, Asia-Pacific saw a 60 per cent jump to $3,558m, and holds the largest share of the global market (40.2 per cent).
In Western Europe, there was a 91 per cent increase from 2011 to $1,499m, giving it a 16.9 per cent share of the global advertising revenues.
Further research found that mobile advertising revenue continues to be dominated by the search segment, which represented 52.8 per cent of total of the global mobile advertising revenue, or $4.7bn USD in 2012, up from $2.5bn in 2011. Display advertising accounted for 38.7 per cent and messaging 8.5 per cent.
"Mobile is coming into its own as a powerhouse advertising medium," says Anna Bager, vice president and general manager, Mobile Marketing Centre of Excellence, US IAB.
"Today's advertising is happening in a world where ad campaigns can be planned and bought across global networks on multiple media, but the massive and continuing acceleration of mobile's international impact provides new and exciting frontiers for content and communication."
IAB stated that the key factors for the increase in revenue are the rising smartphone adoption and 3G and 4G penetration as well as the increasing amount of time spent on mobile devices and better advertising monetisaion through targeting ad inventory consolidation.
“We have seen a shift from a very fragmented landscape to one that is becoming more networked,“ explained Daniel Knapp, director advertising research at IHS.
“Technological innovation has simplified buying mobile inventory at scale, enabling advertisers to better reach larger audiences across multiple publishers and advertising networks,” he continued.