Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Google keeps more than half of US mobile marketUS mobile ad spending is growing faster than previously expected, due in large part tothe success of so-called ―native‖ ad formats like Facebook‘s mobile newsfeed ads andTwitter‘s Promoted Products. These products represent a seamless experience acrossplatforms for consumers—which means platform owners are able to successfully earn(or, in some cases, not lose) revenue as consumers continue to increase time spent onmobile devices with smaller screens unsuited to the bulk of desktop display advertisinginventory.eMarketer expects overall spending on mobile advertising in the US, including display,search and messaging-based ads served to mobile phones and tablets, to rise 180% thisyear to top $4 billion. eMarketer‘s previous forecast, made in September 2012, was forsubstantially slower growth of 80%, to just $2.61 billion. Now eMarketer expects USmobile ad spending to reach $7.19 billion next year and nearly $21 billion by 2016, asignificant upward revision.Facebook‘s Q3 mobile performance is one major reason for the change. The socialnetworking giant offered no mobile ad opportunities at the beginning of 2012 but grew itsmobile business at an astonishing—and unexpected—rate. Before Facebook‘s Q3earnings call, most researchers and analysts expected US mobile ad revenues of roughly$45 to $100 million, according to figures examined by eMarketer. While the company‘stotal ad revenues were, for the most part, unsurprising, the share of revenues attributed tomobile advertising was far from it.eMarketer, which bases its figures on a meta-analysis of data from research firms,investment banks and other sources on ad revenues, ad impressions, ad pricing and otherfactors, now estimates Facebook‘s US mobile ad revenues will hit $339 million in 2012.109