Con­sumers are being influ­enced by mobile usage. New stud­ies have shown that brands are achiev­ing greater and greater rev­enues from mobile adver­tis­ing, across all ter­ri­to­ries. Mobile adver­tis­ing can be a pow­er­ful way to raise aware­ness about brands and prod­ucts, and all brands should take a close look at opti­miz­ing their mobile pres­ences.

Glob­al fig­ures for mobile adver­tis­ing rev­enue soared a mas­sive 92 per­cent to $19.3 bil­lion (€14.6 bil­lion) in 2013, up from $10.1 bil­lion (€7.6 bil­lion) in 2012, accord­ing to new data from the U.S. IAB Mobile Mar­ket­ing Cen­ter of Excel­lence, IAB Europe, and IHS Tech­nol­o­gy

Global Mobile Advertising Revenues in 2012/2013

To break down those fig­ures in more detail, search remained the dom­i­nant seg­ment rep­re­sent­ing 48.9 per­cent of the total glob­al mobile adver­tis­ing rev­enue in 2013 at $9.5 bil­lion (€7.1 bil­lion), while dis­play had a 41.5 per­cent share at $8 bil­lion (€6 bil­lion), and mes­sag­ing formed just a 9.6 per­cent share at $1.9 bil­lion (€1.4 bil­lion).

The share by region of the glob­al fig­ure of $19.3 mil­lion (€14.6 mil­lion) for 2013, showed that North Amer­i­ca and the Asia-Pacif­ic had the great­est share of rev­enues at 41.9 per­cent and 38.9 per­cent respec­tive­ly, with Europe fol­low­ing close­ly behind, with 17.3 per­cent of glob­al mobile adver­tis­ing rev­enues.

Global Mobile Advertising Revenue Shares by Region

• North Amer­i­ca: 41.9 per­cent ($8,100 mil­lion / €6,099 mil­lion)
• Asia-Pacif­ic: 38.9 per­cent ($7,525 mil­lion / €5,666 mil­lion)
• Europe: 17.3 per­cent ($3,346 mil­lion / €2,519 mil­lion)
• Mid­dle East & Africa: 1.2 per­cent ($225 mil­lion / €170 mil­lion)
• Latin Amer­i­ca: 0.7 per­cent ($144 mil­lion / €109 mil­lion)

Latin Amer­i­ca formed the small­est share at 0.7 per­cent, but sig­nif­i­cant also proved to be the fastest grow­ing mar­ket, with rev­enues increas­ing 215 per­cent from 2012 fig­ures.

Global Mobile Advertising Revenue Growth Rate From 2012 to 2013

• Latin Amer­i­ca: 215 per­cent
• North Amer­i­ca: 122 per­cent
• Europe: 90 per­cent
• Asia-Pacif­ic: 69 per­cent
• Mid­dle East and Africa: 45 per­cent

Daniel Knapp, IHS’s direc­tor of adver­tis­ing research, and author of the report, gave his insights in what this data means for brands look­ing to reach con­sumers via the mobile chan­nel today.

“Improve­ments in mar­ket­ing tech­nol­o­gy have enhanced tar­get­ing and mea­sure­ment of mobile adver­tis­ing, while con­sol­i­da­tion among mar­ket par­tic­i­pants sim­pli­fies the process of reach­ing large audi­ences,” Knapp said. “The most tech­no­log­i­cal­ly advanced mar­kets, and those that have con­cen­trat­ed mobile adver­tis­ing spend on few­er play­ers, have grown above aver­age in 2013… the per­va­sive­ness of mobile con­sump­tion has sparked a change in the mind­set of mar­keters. Increas­ing­ly, they come to real­ize mobile as a medi­um in its own right that rewards aban­don­ing engrained desk­top-based mar­ket­ing prin­ci­ples with new cre­ative, tac­ti­cal and strate­gic oppor­tu­ni­ties.”

Brands & The Mobile Opportunity

One of the hot top­ics in SEO Now, Linkdex’s eBook on the evo­lu­tion of SEO, was the unstop­pable rise of mobile search. Increas­ing­ly, brands are rec­og­niz­ing that hav­ing a pres­ence in mobile search and adver­tis­ing will play a fun­da­men­tal role in the future of their busi­ness­es.

“Increas­ing­ly, large brands will be work­ing specif­i­cal­ly on their mobile search vis­i­bil­i­ty,” accord­ing to Den­nis Goedege­bu­ure, Airbn­b’s head of glob­al SEO. “Mobile is becom­ing so large that it will over­take desk­top search fair­ly rapid­ly. Devel­op­ing an under­stand­ing of changes in con­sumer behav­ior will be impor­tant to any brand; to sur­vive or grow they’ll need to pay atten­tion to mobile SEO.”

The lat­est update to the Linkdex plat­form now offers report­ing and track­ing on mobile rank­ings in any geolo­ca­tion around the world. Con­nect with us by request­ing a demon­stra­tion.

This arti­cle first appeared on the Linkdex blog.

Where does mobile fit into the con­sumer jour­ney for your brand? Are brands doing enough to max­imise the oppor­tu­nites on mobile. Let us know your thoughts in the com­ments below.