The IAB US, IAB Europe, and IHS Technology revealed the 2013 global figures for mobile advertising this week, reporting that revenue “soared a massive 92 percent to $19.3bn (€14.6bn) in 2013 from $10.1bn (€7.6bn) in 2012.” The report analyzes mobile ad revenue growth in buckets of search, messaging and display -- the last of which includes video.
Without breaking out video numbers from display, it’s tough to know how quickly video advertising grew in this bucket, but at the end of 2013 eMarketer forecasted that the YOY number would come in at 166% for the US.
As we’re still in the early life of the mobile video measurement standards needed to move meaningful dollars into the medium (Nielsen OCR for mobile just fully launched in July and comScore VCE debuted in April), we’re betting that Brightcove’s premium video customers are among those who will drive this number significantly higher this year. While notable that North America overtook Asia-Pacific in 2013 as the region with the highest overall mobile advertising revenue in 2013, APAC still leads in display/video advertising. The growth of TVE viewing and measurement on mobile here in the US should change that by the time we review the 2014 report.