Mobile advertising revenue continues to be dominated by the search segment, which represented 52.8 percent of total global mobile advertising revenue, or $4.7 USD (€3.6 billion EURO) in 2012, $2.5 billion in 2011(€1.9 billion). Display advertising accounted for 38.7 percent and messaging 8.5 percent.
The share by region of the global figure of $8.9 billion (€6.9 billion) for 2012 is:
- Asia-Pacific: 40.2% ($3,558 million/€2,769 million)
- North America: 39.8% ($3,525 million/€2,743 million)
- Western Europe: 16.9% ($1,499 million/€1,167 million)
- Central Europe: 1.3% ($112 million/€87 million)
- Middle East & Africa: 1.2% ($109 million/€85 million)
- Latin America: 0.6% ($50 million/€39 million)
Growth year-over-year was strong across the board, led by North America, which saw a 111 percent surge over 2011 figures. Western Europe also saw a major increase, 91 percent over the previous year. Other year-over-year upswings include:
- Latin America: 71%
- Central Europe: 69%
- Middle-East and Africa: 68%
- Asia-Pacific: 60%
«Mobile is coming into its own as a powerhouse advertising medium,» says Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, U.S. IAB. «Today’s advertising is happening in a world where ad campaigns can be planned and bought across global networks on multiple media, but the massive and continuing acceleration of mobile’s international impact provides new and exciting frontiers for content and communication.»
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