Mobile Advertising will generate the major revenue by 2020, predicts IHS Markit

Mobile Advertising will generate the major revenue by 2020, predicts IHS Markit
27.02.2017 06:45 am

Mobile Advertising will generate the major revenue by 2020, predicts IHS Markit


IHS Markit (Nasdaq: INFO), a world leader in critical information, analytics and solutions, predicts that by 2020, over three quarters of all online display advertising revenue will be attributed to mobile. 

“As Chinese companies go global, investments in nearby countries will increase”

“Mobile advertising has grown stronger than any other medium in the last four years, and now accounts for a significant proportion of online advertising revenue,” said Qingzhen Chen, senior analyst at IHS Markit.

Global trends

Global mobile display advertising surged 72 percent in 2015 compared to the previous year, and accounted for 45 percent of all online display advertising revenue, with a total of €29 billion.

In 2016, worldwide mobile advertising will grow 42 percent, to $41 billion and for the first time will generate more than half—55 percent—of all online display advertising revenue, said the latest IHS Markit white paper.

Global share of mobile in display advertising revenue

Regional highlights: China

China has maintained its growth momentum despite economic restructuring, but the real growth engine comes from online. With roughly $33 billion in revenue for 2016, the Chinese online advertising market is the second largest in the world. Online grew 17.5 percent in 2016 and will grow 14 percent in 2017, driven by a strong growth of online video (51 percent and 32 percent growth, respectively).

“In 2016, the Chinese online ad market went through some turbulence and reshuffling,” Chen said. “China introduced its first set of online advertising regulations, which in the short term had reduced online advertising revenue, but in the long term, we expect to see a more sustainable online ad ecosystem from this development.”

On the other hand, after a period of rapid growth, TV has entered a third year of consecutive decline with a single-digit contraction. Many people are switching to online for content consumption and seeking wider range of content, from foreign content to user-generated content by popular vloggers. TV in China declined 2.7 percent in 2016, and IHS Markit expects a 3 percent drop in 2017.

Baidu, Alibaba and Tencent -- known collectively as the B.A.T. in China --own 36.5 percent of the total ad market with a total of CNY 160 billion ($24 billion) in 2016. “The trio has absorbed large TV brand budgets and online ad budgets, and continues to expand aggressively into digital,” Chen said.

The trio made a total of 262 investments, 27 acquisitions and one joint venture between 2009 and 2016. Mobile app companies received most investments from the trio for that period.

“As Chinese companies go global, investments in nearby countries will increase,” Chen said. “Regions like Southeast Asia are benefiting from the rise of a middle class, consumerism, and a mobile-first young population. The emerging Asian markets present a huge business opportunity for the trio to export its video content, games and e-commerce abroad.”

Related News

IPC Announces Expanded Partnership With Beeks Financial Cloud

... Read more »

Database Monitoring Shown to Improve DevOps Success for Financial Services

A newly released Financial Services edition of Redgate’s 2020 State of Database Monitoring Report reveals the sector is outperforming... Read more »

Atos Becomes Strategic Partner of Student Loans Company

The Student Loans Company (SLC) has appointed Atos, a global leader in digital transformation, to support the delivery of improvements to SLC’... Read more »

25,000 People Pre-register for Chip’s Biggest Funding Round Yet

Chip, the automatic saving app offering access to market leading returns, is about to launch its biggest funding round yet to a record number of pre-registrations. The company... Read more »

Apex Partners with Calypso to Provide Middle and Back-office Services to Ardent Financial

Apex Group Ltd. (“Apex”), a global financial services provider, announces today that it has been appointed to provide front to back office solutions to FCA... Read more »

New Free Whitepaper Helps FSI Businesses Achieve Digital Transformation- Fincons Group

Today, Fincons Group, an international system integration consultancy with offices in Italy, Switzerland, the UK, France, the U.S. and Germany, releases a new free guide to... Read more »

Free Newsletter Sign-up
+44 (0) 208 819 32 53 +44 (0) 173 261 71 47
Download Our Mobile App
Financial It Youtube channel