IAB: Mobile Advertising Worth $8.9 Billion Globally in 2012

The IAB released a global mobile advertising report for 2012 this morning. It reflects ad share by region and ad format. The IAB sizes the global mobile advertising market at $8.9 billion (€6.9 billion) in 2012.

The North American mobile advertising market was worth $3.5 billion in 2012. It lagged just behind APAC and should overtake that region this year. 

The following are the values of the other global-regional markets: 

  • Asia-Pacific: 40.2% ($3,558 million/€2,769 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)

Mobile paid search (read: Google) is the dominant form of mobile advertising on a global basis and in most individual regional markets according to the IAB:

With the possible exception of Latin America, with its more limited smartphone penetration, SMS-based advertising is shrinking around the globe. 

Despite mobile paid-search's global dominance, search and mobile display are seeing comparable growth rates:

Google is clearly one of the beneficiaries of these trends but so will be Facebook, Twitter and a few ad networks. Fewer than 10 companies are in a position to control three-fourths of the global-mobile ad marketing in 2013.