In this study from eMarketer, Google is expected to capture 53% of market share in mobile advertising (vs. 33% of market share across all devices), and Facebook 15% of market share in mobile advertising (vs. only 5% of market share across all devices) in 2013. Kudos to Facebook, who is quickly catching up despite a slow start in the mobile arena. But Yahoo! and LinkedIn are not even in the mobile advertising picture! Yahoo still clings on its 3% of market share of the desktop web ad revenue, but better hurries on the mobile front, if it does not want to disappear from the advertising world altogether.
LinkedIn could be the perfect platform for B2B advertising, yet their advertising engine still hasn’t fired up. There are two factors at play here. First, LinkedIn has a lot of work to do to come up with good, standard advertising and marketing products that can be easily replicated for various industries and B2B marketers. Second, the B2B marketer still relies heavily on trade shows, white papers, webinars, i.e. traditional B2B marketing channels, and is slow in adopting newer forms of the digital medium.
Facebook Sees Big Gains in Global Mobile Ad Market Share
Google to take home half of $16.65 billion worldwide mobile ad market
Facebook’s continued emphasis on mobile monetization, along with its users’ ongoing shift toward mobile devices, is resulting in dramatic gains in mobile ad market share, according to eMarketer’s latest estimates of worldwide ad spending and revenues at significant players in the mobile and digital ad markets.
The company is expected to see its share of global mobile internet ad revenues reach 15.8% this year, up from just 5.35% in 2012, which was the first year that Facebook had any mobile ad offerings. eMarketer previously estimated Facebook’s share of mobile ad revenues worldwide would reach 12.9% this year.
eMarketer estimates that Google will grab 53.17% of the worldwide mobile ad market this year, up slightly over 2012—primarily a result of continued growth in mobile search usage and further mobile monetization of YouTube. The overall mobile ad market worldwide is expected to grow 89% to $16.65 billion in 2013, eMarketer estimates.
Both Facebook and Google are now the top ad publishers not only for mobile, but for all digital as well—with an even stronger lead on the competition.
Across all devices, Google remains by far the No. 1 digital ad publisher in the world and will take in nearly 33% of all digital ad dollars worldwide this year, eMarketer estimates, up from 31.46% in 2012. Facebook will also increase its share of the total, to 5.41%, while Yahoo! will lose some ground. Microsoft’s share of the worldwide market will hold steady.
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