Mobile advertising is booming.Facebook is nearly monopolizing the growth in the global mobile ad industry, having more than tripled its share of the market from 2012 to 2013, according to a report from eMarketer released on Wednesday. Google remains the dominant force with just under half of the mobile ad market with 49.3%, a slight decline from 2012 when it enjoyed about 53% of the market. Between Google and Facebook, the two companies how control 66.8% of the U.S. mobile ad market, according to the report.

The overall global mobile advertising market more than doubled in 2013 to almost $18 billion, and is set to grow another 75% this year.

See also: Study: Mobile Ad Spending to Hit $42 Billion in 2017, Eclipsing Radio

Twitter was the only major player other than Facebook to log an increase in its share of the mobile ad market, up from 1.5% to 2.4%.

mobile ads emarketer

Image: eMarketer

Increasing share in a growth market can do wonders for a company. More than half of Facebook’s fourth-quarter earnings in 2013 came from mobile ad revenue.

The social network’s ability to quickly pivot from being a desktop-focused product — Facebook had no mobile ad revenue as recently as 2011 — to the second-largest player in the space has sent shares in the company up more than 150% in the past year. The income also provided the financial footing for the $16 billion acquisition of WhatsApp, another major mobile play.

eMarketer’s study of global mobile ad share is also notable for the names not on the list. While Google and Facebook take the top two spots, other notable US. digital companies are missing such as Microsoft, Yahoo and AOL.

us digital ad rev

Image: eMarketer

Yahoo CEO Marissa Mayer has been particularly vocal about the company’s need to make inroads in the mobile market. She recently told the 4A Transformation Conference that Yahoo now has 500 mobile-focused employees, a significant increase since she joined the company.

AOL, meanwhile, is heavily investing in online video advertising, another growing market in the overall digital ad industry.

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