Our annual Global Mobile Advertising Revenue study shows the market reached $83 billion in 2016, driven by a “mobile-first” consumer environment and improving marketing technologies. In 2016, display advertising increased its share to 54.0 percent of all mobile spend globally, at $45 billion (€34 billion). Search-based advertising commanded a 42.8 percent share, at $36 billion (€27 billion). Messaging-based advertising continues to decline, securing just a 3.1% share in 2016, at $2.6 billion (€1.9 billion).
- Mobile display advertising revenue growth outperforms other formats.
- North America remains the largest mobile advertising market.
- Robust growth in Asia Pacific mobile messaging advertising.
In this report:
- Global mobile advertising revenue up 60.5% year-on-year to $83bn
- Display takes lions share of spend as messaging faces further pressure
- Mobile display advertising revenue growth outperforms other formats
- North America remains the largest mobile advertising market
- Minor changes in share of global mobile advertising revenue
- North America remains the largest mobile display advertising market
- Unchanged regional ranking in mobile search advertising
- Robust growth in Asia Pacific mobile messaging advertising
- Strong differences across format distribution globally
- Latin America mobile display market grows the fastest
- North America search growth takes lead on Latin America
- Definition of Mobile Advertising Formats
List of Tables and Charts:
- Global mobile ad revenue ($m)
- 2015 vs 2016: Mobile format shares
- 2016 revenue gains over 2015 ($m)
- Mobile ad growth in 2016 by format (%)
- 2015 vs 2016: Mobile ad revenues by region ($m)
- 2015 vs 2016: Share of global mobile advertising revenue by region
- 2015 vs 2016: Mobile display ad revenues by region ($m)
- 2015 vs 2016: Mobile search ad revenues by region ($m)
- 2015 vs 2016: Mobile messaging ad revenues by region ($m)
- Mobile ad revenue by format and region
- Mobile display ad growth in 2016 by region
- Mobile search ad growth in 2016 by region
Number of Pages: 16
Number of Tables and Charts: 12
Analyst, Advertising & Television Media
Kia Ling joined IHS in April 2014 as an analyst, based in Penang, Malaysia. She monitors and models development in advertising and television programming in the Asia Pacific region.
Senior Analyst, Advertising
Qingzhen or Jessie, is a Senior Analyst in the Advertising Research team, based in London.