Mobile display showed the highest growth, increasing 64.3% between 2015 and 2016, while mobile search grew 61.1%. As user move from operator-owned messaging to app-based messaging, that increased 11.2%.

Display now accounts for 54% of all mobile spend globally.

Townsend Feehan, CEO of IAB Europe said: “The latest Global Mobile Advertising Revenue numbers confirm that we are now in a mobile-first media consumption and advertising environment. Mobile continues to be at the forefront of digital advertising growth in Europe highlighting it as a priority for advertisers, agencies and publishers.”

Qingzhen Chen, senior analyst, technology, media and telecom, IHS Markit, said: “An influx of investments and partnerships for premium content and data collaboration between broadcasters and leading online platforms were the key drivers for the strong mobile growth. The Western markets were driven by several key markets but dominated by global players, whereas in APAC local players accounted for most of the growth.”