Global Mobile Advertising Revenue 2016

July 11, 2017  | Subscribers Only

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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). 

Highlights:

  • 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
  • Methodology

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

Kia Ling Teoh

Senior Research Analyst – Advertising & Television Media, IHS Markit

Ms. Kia Ling Teoh is a senior research analyst, Advertising & Television Media at IHS Markit.

Qingzhen (Jessie) Chen

Senior Research Analyst – Advertising, IHS Markit

Ms. Qingzhen (Jessie) Chen, is a senior analyst in the Advertising Research team at IHS Markit, based in London, UK.

Research by Market
Media & Advertising
Category
Advertising
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