Global Mobile Advertising 2011 - 2012
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Global mobile advertising revenue nearly doubled in 2012, rising from €3,769 million to €6,889 million. Display and search advertising saw the largest gains, with their shares of total revenue increasing, while messaging declined slightly. Asia-Pacific and North America were the largest markets for mobile advertising, together accounting for over 75% of global revenue in 2012, though North America saw faster growth and narrowed the gap with Asia-Pacific.
Global Mobile Advertising 2011 - 2012
- 1. Global Mobile Advertising Revenue 1 Display, Search, Messaging 2011 & 2012 Across Regions
- 2. Copyright © 2013 IHS Inc. Global mobile ad revenue nearly doubled in 2012 2 3,769 6,889 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 2011 2012 Global mobile ad revenue (€m) +82.8%
- 3. Copyright © 2013 IHS Inc. Messaging under pressure as both display and search increase their share 3 37.8% 38.7% 51.1% 52.8% 11.1% 8.5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 Global mobile ad revenue share by format messaging search display
- 4. Copyright © 2013 IHS Inc. Display and search growth on par, twice as fast as messaging 4 87.3% 88.8% 40.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Display Search Messaging Mobile ad growth in 2012 by format (%) 1,423 1,926 420 1,242 1,710 169 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Display Search Messaging 2011 revenue and 2012 gains by format (€m) 2012 addition 2011 revenue 2012 revenue 2,665 3,636 589
- 5. Copyright © 2013 IHS Inc. North America LATAM Asia-Pacific MEA Western Europe Central Europe Asia Pacific and North America head-to-head as rest of world trails behind 5 23 50 51 610 1,302 1,732 39 85 87 1,167 2,743 2,769 0 500 1,000 1,500 2,000 2,500 3,000 Latin America Middle-East and Africa Central Europe Western Europe North America Asia-Pacific 2011 vs 2012: Mobile ad revenue by region (€m) 2011 2012 2012: Mobile ad revenue by region (€m)
- 6. Copyright © 2013 IHS Inc. Asia Pacific region suffers share losses as North America catches up 6 Global mobile advertising revenue: share by region 0.6% 1.3% 1.4% 16.2% 34.6% 45.9% 2011 Latin America Middle-East and Africa Central Europe Western Europe North America Asia-Pacific 0.6% 1.2% 1.3% 16.9% 39.8% 40.2% 2012
- 7. Copyright © 2013 IHS Inc. Asia Pacific dominates mobile display market 7 7 29 33 387 903 1,306 0 200 400 600 800 1,000 1,200 1,400 Latin America Central Europe Middle-East and Africa Western Europe North America Asia-Pacific Mobile display ad revenue 2011 vs 2012 (€m) 2012 2011
- 8. Copyright © 2013 IHS Inc. North America overtakes APAC in search 8 6 31 33 698 1,336 1,532 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Latin America Middle-East and Africa Central Europe Western Europe Asia-Pacific North America Mobile search ad revenue 2011 vs 2012 (€m) 2012 2011
- 9. Copyright © 2013 IHS Inc. Gap between smaller mobile ad regions and big players less pronounced in messaging 9 22 25 26 82 127 307 0 50 100 150 200 250 300 350 Middle-East and Africa Central Europe Latin America Western Europe Asia-Pacific North America Mobile messaging ad revenue 2011 vs 2012 (€m) 2012 2011
- 10. Copyright © 2013 IHS Inc. Format distribution is not uniform globally, reflects specific regional market structures 10 47.1% 33.2% 32.9% 38.5% 33.6% 18.8% 48.3% 59.8% 55.9% 36.0% 38.0% 14.4% 4.6% 7.0% 11.2% 25.6% 28.4% 66.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Asia-Pacific Western Europe North America Middle-East and Africa Central Europe Latin America Mobile ad revenue share by format: regions messaging search display
- 11. Copyright © 2013 IHS Inc. LATAM display grows nearly twice as fast as North American market 11 72.4% 74.3% 75.1% 81.4% 87.3% 87.3% 121.4% 226.4% 0 0.5 1 1.5 2 2.5 Asia-Pacific Western Europe Total Europe Middle-East and Africa Total World Central Europe North America Latin America Mobile display ad growth in 2012 by region
- 12. Copyright © 2013 IHS Inc. Also in search growth, LATAM leads; APAC trend decoupled from rest of world 12 49.6% 79.0% 88.8% 100.1% 110.3% 110.8% 130.0% 242.4% 0% 50% 100% 150% 200% 250% 300% Asia-Pacific Middle-East and Africa Total World Central Europe Total Europe Western Europe North America Latin America Mobile search ad growth in 2012 by region
- 13. Copyright © 2013 IHS Inc. In contrast to other formats, APAC leads in messaging growth 13 27.7% 34.6% 37.9% 39.4% 40.2% 40.8% 43.3% 57.2% 0% 10% 20% 30% 40% 50% 60% 70% Central Europe North America Latin America Total Europe Total World Middle-East and Africa Western Europe Asia-Pacific Mobile messaging ad growth in 2012 by region
- 14. Copyright © 2013 IHS Inc. Benchmarking mobile ad spend reveals monetization gaps across regions 14 0.0 0.1 0.1 0.6 1.1 3.5 0.1 0.2 0.2 1.0 2.2 7.1 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 Latin America Middle-East and Africa Central Europe Asia-Pacific Western Europe North America Mobile ad spend per mobile subscription (€) 2011 2012