Mobile advertising revenue increased 66% to $20.7 billion in 2015, says IAB report
According to the IAB Internet Advertising Revenue Report, mobile advertising revenue in the US increased 66% to $20.7bn during 2015, an increase total of $12.5bn.
Since 2010, internet ad growth has been driven by a 100% CAGR in mobile, compared to just 9% for non-mobile CAGR.
Strong revenue growth in mobile
The survey, conducted by PricewaterhouseCoopers, highlights the growing presence of mobile advertising formats in 2015, compared to 2014.
Mobile revenues totaled 40% of 2015 revenues in the last quarter, to $6.9bn. This means revenues were up 77% from $3.9bn in 2014. Whilst non-mobile search was still strongest in 2014 at 37%, in 2015 its share decreased to 32% putting it in second place behind mobile ad formats. Mobile display formats took a 54% share of the pie, followed by search (43%) and other formats (3%).
Mobile now accounts for 40% of ad formats
Mobile revenue now represents 35% in ad format share, compared to 25% in 2014. The decline within non-mobile search can be attributed to the growth in mobile and mobile search.
Mobile ad format share
Broken down by its individual formats, mobile represents 35% of search and display revenue, up from 25% in 2014. Display formats grew 2% from 40% in 2014.
Display and search share on mobile shifts
Randall Rothenberg, President and CEO, IAB, says:
“Mobile’s impressive upswing is a testament to its increasing importance to marketers. Digital video is also seeing strong growth, and we anticipate brands and media buyers will drive further excitement about the future of the medium at the upcoming Digital Content NewFronts.”