Market Data

Mobile Growth Doubles Year On Year

The latest IAB/PwC report finds yet another record high for mobile growth in the first half of 2016. As internet revenues reach $32.7 billion, mobile ad revenue skyrockets, causing many marketers to ask where they should be turning next. Growth has yet to slow up, with this most recent report proving revenue lies in all things mobile. We’ve summarised the latest findings:

  • Internet revenues increased by 19% in the first half of 2016 compared to the first half of 2015, with digital outpacing other media thanks to mobile.
  • Mobile video revenue rose 178% to $1.6 billion, while mobile display banner ad revenue rose 62% to $6 billion.
  • Mobile ad revenues jumped 89% year-over-year to $15.5 billion.
  • Mobile search revenues increased 105% to 7.4 billion.
  • Mobile accounts for 40% of all internet ad revenue, a 30% increase since last year.
  • Search accounts for 50% of all mobile and desktop ad revenue, and reached $16.3 billion in the first half of 2016 across the two categories (a 19% increase year-on-year).
  • Ad revenue from video formats grew from 9% to 12% year-on-year.
  • Q2 ad revenues increased 18% to $16.9 billion, up from $14.3 billion in Q2 2015.

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Not only has mobile growth consistently remained in the double digits since 2012, but it’s also been the one category that saw increases across all formats in 2016. As we watch these figures shift, the largest increase rests in mobile video – a category bound to change as programmatic pushes to take the lead in 2017. A strong increase in all of the numbers prove the growing importance of mobile, and provides a direction for marketers to continue to look as we create new mobile strategies for 2017. A heightened demand for video and search, combined with the convenience of ‘access anywhere’ has fueled mobile growth. Steep revenue increases in mobile advertising demonstrates that the more brands invest in their mobile strategy, the higher profits will be.

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