Dive Brief:
- A recent report found global mobile advertising reached $31.9 billion in 2014, up 64.8%.
- North America was the fastest-growing region and had the highest growth at 76.8% year-over-year, but other regions had increases over 50% as well.
- Mobile display ads had the highest segment growth at 88.1%, and also overtook mobile search as the dominant mobile ad segment.
Dive Insight:
A report from the Interactive Advertising Bureau (IAB), its Mobile Marketing Center of Excellence, IAB Europe and IHS Technology, found that mobile advertising revenue worldwide reached $31.9 billion in 2014, an increase of almost 65%. North America was the largest region accounting for 44.9% of the revenue. Breaking mobile ads into segments, mobile display surpassed mobile search as the largest ad segment and it also had the largest segment growth at more than 88%.
Anna Bager, SVP at IAB and GM for IAB Mobile Marketing Center and Digital Video Centers of Excellence, said in a statement, “Mobile devices are at the center of consumers’ lives across the globe and these numbers reflect brands’ increasing recognition that this medium holds great power. Now is the time for the industry to coalesce on standards and guidelines to build even more momentum for mobile marketing around the world.”
Other recent research from BI Intelligence found mobile was the fastest growing ad channel, and is expected to surpass desktop search revenue in 2019 and desktop display spending in 2017.