New York—U.S. mobile ad spending is growing faster than previously expected, spurred by the success of so-called “native” ad formats like Facebook's mobile news feed ads and Twitter's Promoted Products, according to a report by eMarketer.
EMarketer forecasts that overall spending on mobile advertising in the U.S., including display, search and message-based ads, will reach beyond $4.0 billion by year's end, up 180.0% over 2011. In September, the consultancy had projected slower growth of 80.0%, to $2.6 billion. Google Inc. is set to control a 56.6% share of the U.S. mobile advertising market by year's end, ahead of Facebook Inc., Pandora Media and Twitter, in that order.
The company also projected that U.S. mobile ad spending will reach $7.2 billion in 2013 and nearly $21.0 billion by 2016, a forecast that eMarketer said was "a significant upward revision."