Google Claims More than Half of Mobile Ad Pie, but Facebook's Slice is Growing

EMarketer: 15.8% of Mobile Ad Spend Will Go to Facebook This Year

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Facebook is laying claim to a fast-growing share of mobile ad dollars, but Google still brings in more than half the money spent on mobile advertising -- including both search and display -- worldwide.

According to a new projection by eMarketer, Facebook's share of the global mobile ad pie has grown to 15.8% this year, up from 5.4% in 2012. Google has essentially stayed flat, up slightly to 53.2% from 52.4% last year. Meanwhile, Pandora, Yellow Pages, and Millennial Media all accounted for much smaller (and shrinking) slivers. Twitter grew slightly but is still accounts for less than 2% of the global market.

Other publishers and ad networks bring in 23.8% of worldwide mobile ad spend, down from 34.3% in 2012 and 55.6% in 2011. Included in that broad grouping are iAd, which eMarketer only has a U.S. forecast for, as well as publishers like the Weather Channel and ad networks like Jumptap and InMobi.

The report is just another indicator of Facebook's rising strength as a mobile ad publisher and seller. The company announced in its second-quarter earnings that mobile accounted for 41% of its ad revenue, up from a negligible amount the year prior, when its mobile ads had only recently been introduced.

However, Facebook isn't necessarily taking share away from other publishers and ad networks, since the mobile ad market now amounts to $16.7 billion and is still on a steep growth trajectory, according to eMarketer's VP-communications Clark Fredricksen.

"It's not as though Facebook is taking away dollars that used to be in others' pockets," he said, "but Facebook is redistributing so much revenue from its own desktop business to mobile. It's making the [mobile] pie much, much bigger and taking a bigger portion of it."

Mobile will account for 14.2% of worldwide digital ad spending this year, but that will grow to 36.3% in 2017, according to eMarketer's projection. In North America, it will grow to 49.1%.

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