In a recent report from eMarketer, investments in mobile advertising are expected to almost double from their 2013 mark of 11.9% to 22.5% in 2014. A remarkable surge in that as recently as 2010, mobile ad spending accounted for just 3% of digital budgets. Both Facebook and Google lead the pack in this growth as consumers increase their mobile device use while slowly moving away from desktop computers.
Using a range of data collected from research firms, company reports, and government agencies, eMarketer analyzed “trends in the economy, technology,…and demographic specific trends in specific consumer behaviors” to forecast this growth in ad spending in the United States.
While Google holds the largest share of the market, Facebook will show a strong growth pattern of their own, matching Google’s rate of growth. At the same time, both Microsoft and Yahoo! are expected to show a decline in their share of the market over the next two years.
One of the keys to Facebook’s surge has been the popularity of its mobile business. It enabled Facebook to exceed last year’s prediction, catching and passing Yahoo! by one-and-a-half percentage points in 2013 and should push them to a full four-point lead by 2015.
In numbers that really matter, both Google and Facebook dominate the mobile ad revenue scene, combining for almost 60% of all monies spent. Facebook showed the greatest surge, moving from 9% in 2012 to 16% in 2013 in the U.S, and to almost 17% worldwide, which translates to over $3 billion in revenue.
eMarketer. “Mobile Growth Pushes Facebook to become No. 2 US Digital Ad Seller,” December 19, 2013.