No more "year of mobile jokes." Thank God.
The IAB just reported that in the US mobile advertising revenues (all formats) essentially doubled from 2012 when they were just under $3.4 billion to $7.08 billion in 2013. The IAB breaks out "online" ad revenue by format, but no longer for mobile.
However search is the largest mobile ad format or category. It's probably safe to assume that mobile search revenues were between 45% and 50% of total mobile revenue for 2013. If that's accurate, it would mean roughly $3.5 billion in 2013 mobile search revenue.
Based on last year's numbers and first half growth we had expected that that US mobile ad revenues would come in just under $7 billion. But a big Q4 bumped them over the $7 billion threshold.
According to the IAB, in Q4 2013, mobile ad revenue was 19% of total digital revenue or $2.3 billion, essentially double Q4 2012's $1.2 billion. Remarkably "mobile" captured the same percentage of total US digital advertising as online display in Q4: 19%.
For the full year 2013 mobile grabbed a still-impressive 17%. In addition mobile was the fastest growing digital ad segment, which makes sense.
Retail was the largest-spending advertiser category, followed by financial services and automotive. The IAB didn't break out advertiser spending by format. However retail is one of the top mobile-ad spending sectors , seeking to drive foot traffic to physical stores.