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Global Mobile Advertising revenues tops €63 billion Eur in 2016

Mobile display continues to dominate spend with a 54% share at €34 billion ($45 billion)

Brussels, 7 July 2017

IAB Europe, the IAB and IHS Markit revealed their global figures for mobile advertising revenue today. The figures show that mobile advertising growth continues to accelerate and increased 60.5% to €63bn ($83bn) in 2016 from €39bn ($52bn) in 2015, driven by a mobile first consumer world and improving marketing technologies.

Mobile display continues to drive investment with the highest growth at 64.3%, whilst mobile search lagged slightly behind, up 61.1%. Messaging grew by 11.2%, as users continue to migrate from operator-owned messaging services to app-based messaging platforms.

In 2016, display increased its share to 54% of all mobile spend globally at €34bn ($45bn) and search takes a 42.8% share at €27bn ($36bn). Messaging’s share continues to decline with a 3.1% share at €1.9bn ($2.6bn).

The share by region of the global figure of €63bn ($83bn) for 2016 is:

  • North America: 46% (€29bn / $38bn)
  • Asia-Pacific: 33% (€21bn / $27bn)
  • Europe: 19% (€12bn / $16bn)
  • Middle East & Africa: 0.8% (€0.5bn / $0.7bn)
  • Latin America: 0.7% (€0.4bn / $0.5bn)

Growth year-over-year was led by North America, with all regions seeing an increase:

  • North America – 73%
  • Latin America – 57%
  • Asia-Pacific – 52%
  • Europe – 48%
  • Middle East and Africa – 46%

IAB Press Release:
Global Mobile Advertising revenues tops €63 billion ($83 billion) in 2016