Mobile Advertising Business: Who Will Lead the Charge For the Future?

By Rob Scott
September 10, 2012

“Never mind the fact that nearly 40 percent of mobile ad clicks are either accidental or fraudulent — the folks from eMarketer say that mobile ad revenues in the U.S. will grow from $1.45 billion in 2011 to $6.62 billion in 2014,” reports GigaOM. “The New York-based research group projects that by 2016, the U.S. mobile advertising market will be close to $12 billion.”
The posts notes that Google (Android OS) dominates the mobile ad industry, while Pandora and Twitter also stand out.
“On a net basis, Pandora Media has emerged as one of the strongest U.S. mobile display-ad sellers, and its share of the total U.S. mobile display market is expected to reach 20.5 percent in 2012,” according to the eMarketer press release.
However, Om Malik argues that mobile ads in heavy rotation could eventually have a negative impact on the Pandora audience.
“While Twitter is beating Facebook as of now, it won’t be long before Facebook makes a comeback,” notes GigaOM. “Apple’s iAd continues to struggle” and is expected to steadily decline, according to eMarketer.
Projections from eMarketer suggest that by 2014, U.S. net mobile display ad revenue share will be comprised of: Facebook (20.5 percent), Google (17.6 percent), Pandora (16.3 percent), Twitter (14.5 percent), Millennial Media (5.3 percent), Apple iAd (4.8 percent) and Other (21.1 percent).

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