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Global Mobile Advertising Revenue
1
Display, Search, Messaging 2011 & 2012 Across Regions
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%
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
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
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)
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
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
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
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
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
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
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
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
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
Thank you
daniel.knapp@ihs.com

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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