Mobile ad revenue hits $31.9B in 2014 as mobile display beats search for first time

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A new report has revealed that global figures for mobile advertising revenue surged 64.8 percent to $31.9 billion in 2014 from $19.3 billion in 2013 and were driven by continued shifts in consumer usage patterns and industry innovations.

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The report was conducted by Interactive Advertising Bureau (IAB), its Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology.

The global figure of $31.9 billion for 2014 is made up of these regional shares:

? North America: 44.9 percent ($14.318 million)
? Asia-Pacific: 36.5 percent ($11.627 million)
? Europe: 16.6 percent ($5.306 million)
? Middle East and Africa: 1.2 percent ($379 million)
? Latin America: 0.8 percent ($239 million)

Mobile display again showed the highest growth at 88.1 percent, overtaking search as the dominant segment.

Display represented 47.4 percent of total global mobile advertising revenue in 2014 at $15.1 billion. Mobile search followed, up 55.2 percent, taking a 46.1 percent share at $14.7 billion.

Messaging grew 13 percent, as users continued to migrate from operator-owned messaging services to app-based messaging platforms, with a 6.6 percent share at $2.1 billion.

Growth year-over-year was led by North America, which saw a 76.8 percent leap over the 2013 figures. All regions grew by more than 50 percent.

?Mobile devices are at the center of consumers? lives across the globe and these numbers reflect brands? increasing recognition that this medium holds great power,? said Anna Bager, senior vice President, IAB and general manager, IAB Mobile Marketing Center and Digital Video Centers of Excellence.

?Now is the time for the industry to coalesce on standards and guidelines to build even more momentum for mobile marketing around the world.?

?Mobile yet again proves to be key to the continual evolution of the online advertising market. These numbers have been underpinned by the industry coming together to collaborate and create improvements to mobile advertising infrastructure,? said Daniel Knapp, director advertising research at IHS.

?Technology is now better explained, measurement is improving, and targeting is better aligned with other media to help advertisers reach and engage with their audiences.?

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