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More and more companies are putting major spending into mobile advertising – and for good reason.

According to AdWeek, mobile advertising rose quite a bit last year, bumping up 65 percent to a total of $31.9 billion, per numbers from a report provided by the Interactive Advertising Bureau (IAB). This is mainly due to popular native and social promos that ran across smartphone and tablet devices. However, the numbers go a little deeper than that when it comes to which areas of mobile are getting the most of this money.

IAB’s report, in collaboration with IAB Europe and IHS Technology, indicating that spending on mobile display ads increased 88 percent from 2013 to 2014, reaching $15.1 billion. That’s nearly 50 percent of all total mobile ad spending.

However, the IAB indicated that mobile display ads were lightly defined, stating that it classified display ads as any promo viewed on any app or mobile website, including video, rich media, social media and banner ads.

Although the numbers don’t get into specifics as to what kind of mobile ad dominated with spending (whether it was banner or native/social spend), a lot of it is to believed to have been tied in with social networks, such as Facebook and Twitter – two sites that aren’t shy when it comes to promoted content.

Most companies, though, continue to rely on traditional banner ads that appear at the top and/or bottom of their webpage.

The report also stated that search generated 46 percent of advertisers’ mobile spending, totaling $14.7 billion. Meanwhile, revenue from mobile messaging apps surged 13 percent last year, reaching $2.1 billion in ad spending.

As far as which countries benefitted from advertising, the U.S. leads the charge, with a jump to $14.3 billion in revenue last year – a 77 percent jump over the previous year.

“Mobile devices are at the center of consumers’ lives across the globe and these numbers reflect brands’ increasing recognition that this medium holds great power,” said Anna Bager, SVP at the IAB, in the new report.

A few more details can be found on AdWeek‘s page.