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Mobile ad revenue surges 65% to $32bn worldwide

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The global figures for mobile advertising revenue hit US$32 billion in 2014, according to a new report from the Interactive Advertising Bureau (IAB). The IAB attributed the robust growth to continued shifts in consumer usage patterns and industry innovations.North America was the fastest-growing region and had the highest growth at 76.8% year-on-year, but other regions had increases over 50% as well.The global figure of $32 billion for 2014 is made up of these regional shares:North America: 44.9% ($14.3bn)Asia-Pacific: 36.5% ($11.6bn)Europe: 16.6% ($5.3bn)Middle East and Africa: 1.2% ($379m)Latin America: 0.8% ($239m)Mobile display showed the highest growth at 88.1%, overtaking search as the dominant segment. Display represented 47.4% of the total global mobile advertising revenue in 2014 at $15.1 billion.Mobile search followed, up 55.2%, taking a 46.1% share at $14.7 billion. Messaging grew 13%, as users continued to migrate from operator-owned messaging services to app-based messaging platforms, with a 6.6%share at $2.1 billion.“It’s important that advertisers, agencies and publishers fully understand consumer behavior as the differences between the devices diminish and the potential for engagement with digital content grows.” said Townsend Feehan, CEO, IAB Europe.During the second quarter of this year, Facebook reveals 76% of its ad revenue came from mobile. Similarly, Twitter credits mobile with 88% of its ad revenue. And Google has said that mobile search advertising is one of the drivers of its overall revenue growth.

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