Global Mobile Advertising Revenue The State of Mobile Advertising Around the World

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1 Information Analytics Expertise NEW YORK & LONDON, 05 AUGUST 2014 Global Mobile Advertising Revenue The State of Mobile Advertising Around the World Daniel Knapp, Director Advertising / ALL RIGHTS RESERVED

Advertising Around the World Daniel Knapp, Director

2 WHY APPS MATTER FOR WEARABLES/ APRIL 2014 Global mobile advertising revenue nearly doubled in 2013 Global mobile ad revenue ($m)* 25,000 20,000 19,341 15, % 10,000 10,072 5, *All data in this presentation is in constant 2013 USD. Constant exchange rates have been used in order to eliminate currency effects on the growth rate. 2

0% 10,000 10,072 5,000 0 2012 2013 *All data in this presentation is in constant 2013

3 Display expands its share of mobile advertising as messaging faces pressure Global mobile ad revenue by format 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 15.5% 48.9% 35.7% 9.6% 48.9% 41.5% 0% messaging search display 3

format 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 15.5% 48.

4 Mobile display advertising revenues more than doubles as growth outperformed other formats 2013 revenue gains over 2012 ($m) 10,000 9,000 8,000 7, % 120% 100% Mobile ad growth in 2013 by format (%) 123% 92% 6,000 5,000 4,000 80% 60% 3,000 40% 2,000 1,000 20% 19% 0 Display Search Messaging 0% Display Search Messaging 4

120% 100% Mobile ad growth in 2013 by format (%) 123% 92% 6,000 5,000 4,000 80%

5 North America overtakes Asia-Pacific as largest mobile advertising market 9,000 8,000 7, vs 2013: Mobile ad revenues by region ($m) 7,525 8,100 6,000 5,000 4,465 4,000 3,000 3,346 3,643 2,000 1,763 1, Latin America Middle East and Africa Europe Asia-Pacific North America

6,000 5,000 4,465 4,000 3,000 3,346 3,643 2,000 1,763 1,000 0 46 144 155 225

6 Share gains for all regions apart from Asia-Pacific and Middle East & Africa Global mobile advertising revenue: share by region % 1.5% % 1.2% 17.5% 17.3% 44.3% 36.2% Latin America Middle-East and Africa Europe North America Asia-Pacific 38.9% 41.9% 6

2012 0.5% 1.5% 2013 0.7% 1.2% 17.5% 17.3% 44.3% 36.

7 Asia-Pacific maintains marginal lead in mobile display advertising ahead of rapidly growing North American market Mobile display ad revenue 2012 vs 2013 ($m) Asia Pacific 3,336 North America 3,275 Europe 1, Middle East and Africa 59 Latin America ,000 1,500 2,000 2,500 3,000 3,500 4,000 7

($m) Asia Pacific 3,336 North America 3,275 Europe 1,315 2013 2012 Middle

8 Unchanged regional ranking in mobile search advertising Mobile search ad revenue 2012 vs 2013 ($m) North America 4,312 Asia Pacific 3,233 Europe 1, Middle East and Africa 62 Latin America ,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 8

Pacific 3,233 Europe 1,817 2013 2012 Middle East and Africa 62

9 Gap between smaller and larger mobile advertising regions is less pronounced in messaging Mobile messaging ad revenues 2012 vs 2013 ($m) Asia Pacific 956 North America 513 Europe Middle East and Africa 104 Latin America ,000 1,200 9

($m) Asia Pacific 956 North America 513 Europe 214 2013 2012

10 Strong differences across format distribution globally 100% 90% 12.7% Mobile ad revenue by format: regions 6.4% 6.3% 80% 70% 43.0% 54.3% 53.2% 46.1% 49.4% 60% 50% 40% 27.5% 24.4% 30% 20% 44.3% 39.3% 40.4% 10% 26.4% 26.2% 0% Asia-Pacific Europe North America Middle East and Africa Latin America display search messaging 10

1% 49.4% 60% 50% 40% 27.5% 24.4% 30% 20% 44.3% 39.3% 40.4% 10% 26.4% 26.

11 Latin American mobile display market grows 5x faster than market in Middle East and Africa Mobile display ad growth in 2013 by region Latin America 288% North America 173% Europe 126% Asia-Pacific 89% Middle-East and Africa 57% 0% 50% 100% 150% 200% 250% 300% 350% 11

region Latin America 288% North America 173% Europe 126%

12 Mobile search growth in Latin America decoupled from relatively homogenous growth in other regions Mobile search ad growth in 2013 by region Latin America 354% North America 112% Asia-Pacific 79% Europe 75% Middle-East and Africa 71% 0% 50% 100% 150% 200% 250% 300% 350% 400% 12

region Latin America 354% North America 112% Asia-Pacific 79% Europe

13 Maturity of messaging advertising evident in Asia Pacific, but format still commands triple-digit growth in Latin America Mobile messaging ad growth in 2013 by region Latin America 152% Europe 47% Middle-East and Africa 28% North America 26% Asia-Pacific 7% 0% 20% 40% 60% 80% 100% 120% 140% 160% 13

growth in 2013 by region Latin America 152% Europe 47% Middle-East and

14 technology.ihs.com 14

15 Contact us Americas: IHS.CARE ( ); Europe, Middle East, and Africa: +44.(0) ; Asia and the Pacific Rim: ; No portion of this report may be reproduced, reused, or otherwise distributed in any form without prior written consent, with the exception of any internal client distribution as may be permitted in the license agreement between client and IHS. Content reproduced or redistributed with IHS permission must display IHS legal notices and attributions of authorship. The information contained herein is from sources considered reliable but its accuracy and completeness are not warranted, nor are the opinions and analyses which are based upon it, and to the extent permitted by law, IHS shall not be liable for any errors or omissions or any loss, damage or expense incurred by reliance on information or any statement contained herein. For more information, please contact IHS at IHS CARE (from North American locations), or +44 (0) (from outside North America). All products, company names or other marks appearing in this publication are the trademarks and property of IHS or their respective owners.

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Global Mobile Advertising Revenue 2014 The State of Mobile Advertising Around the World

Information Analytics Expertise BRUSSELS, LONDON & NEW YORK 13 AUGUST 2015 Global Mobile Advertising Revenue 2014 The State of Mobile Advertising Around the World Daniel Knapp, Director Advertising Research