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EMarketer: Google Still Owns Mobile Ad Market, But Facebook Has Largest Share Of Mobile Display Ad Dollars
According to eMarketer, mobile advertising will reach $7.29 billion by the end of this year with Google projected to take home more than half, earning $3.9 billion in US mobile ad revenue for 2013.
According to the report, US mobile advertising grew 178 percent last year and is expected to grow 77.3 percent this year, a five fold increase since 2011. Mobile ad dollars represent display, search and messaging-based formats served on mobile devices. Mobile advertising will continue to climb dramatically, with an expected $27.13 billion in total mobile ad revenue by 2017, just under 45 percent of all digital ad revenue.
Holding the No. 2 spot under Google, Facebook earned $390 million in mobile ad revenue for 2012, claiming 9.5 percent of the market. The social networking site’s mobile ad share is expected to climb 3.7 percentage points to 13.2 percent this year.
In the next two years, Google is expected to earn $9.29 billion of the projected $16.17 billion for total US mobile ad revenue in 2015.
Google’s dominating presence in the mobile search market and stronghold in mobile display, thanks to YouTube, earned Google 93.3 percent of all US mobile search ad dollars last year.
While Google leads in mobile ad revenue, Facebook is expected to take three of every ten dollars spent on mobile display advertising in 2013, earning the top spot for mobile display ad market share. eMarketer had revised its previous forecasts for Facebook mobile display ad revenue by several percentage points after the company’s 2012 fourth-quarter results came in higher than expected.
Twitter made an impressive appearance in the mobile display advertising market, taking in 7.3 percent of US mobile display ad revenue in 2012, the first year the site offered display ads.
It’s worth noting that eMarketer’s mobile advertising forecast is slightly higher than previously reported forecasts from local media analyst firm BIA/Kelsey. According to a report from BIA/Kelsey, total mobile advertising revenue is expected to reach $5.39 billion in 2013, nearly $2 billion less than eMarketer’s 2013 forecast.