Undoubtedly, mobile growth has been quite essential in 2013 with Facebook now becoming the second biggest digital ad seller in the US. This is not really a big surprise but also shows the growing importance of mobile ads, as consumers’ mobile usage is increasing and digital ads are increasingly moving into the mobile space. In the US alone, mobile ad spending is expected to reach $9.6 billion in 2013 alone which is almost 23% of overall digital ad investments. It is also interesting to compare this year’s digital ad spending on mobile with that of 2010 which was less than 3% back then, showing that 2013 experienced a considerable growth in mobile ad spending (eMarketer 2013).
MOBILE AD GROWTH
Over the course of 2013, it is interesting to see that consumers are gradually shifting their focus from desktops to mobiles. This naturally has big implications for digital advertisement, as marketers now not only cater to desktop users, but mobile users are also targeted through mobile ads. In the US, Google and Facebook are both driving the growth in mobile ads and are also recipients of the growing market both in the US and also on an international scale. In 2013, it is predicted that Google’s net US digital ad revenue share was at 39.9% which meant a drop from 2012 by 1%. Facebook in comparison to that however managed to increase its digital ad spending from 5.9% in 2012 to 7.4% in 2013. Facebook can be considered as the biggest winner in the US with regards to its digital ad revenue share.
For 2014 and 2015, Facebook is considered to gradually increase its share in digital ad revenue to a total of 9% in 2015. Google is still remaining at the top with a growth to 42.3% until 2015 meaning that both Yahoo! and Microsoft will loose parts of their shares to both Facebook and Google over the years that drive the mobile ad spending growth quite strongly.
Facebook did overtake big players such as Yahoo, as Facebook’s mobile business really made the difference and raised the overall mobile ad revenue share this year. The social network is really growing with regards to mobile ads and in years to come a steady growth is predicted that clearly leaves other big players behind. With mobile being predicted to experience another strong growth in 2014, and many marketers wanting to really explore and grow in the mobile space, this will surely influence Facebook’s mobile ad revenue positively and will ensure that Facebook establishes itself as a strong mobile ad player in the industry.
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