Apps Poised to Overtake Search for Mobile Ads

As more specialized apps present themselves to mobile users, search behavior continues to fragment and is less like that of desktop behavior.

mobile ads

Mobile Marketing

eMarketer is predicting that Google’s mobile search advertising shares will drop from 68.5 percent in 2013 to 65.7 percent (following a drop from 82.8 percent in 2012).

As more specialized and alternative sources of information present themselves to mobile users, search behavior continues to fragment and is less like that of desktop behavior.

Despite Google’s increasing mobile search revenues and its dominating browser-based search queries, app-based search engines are poised to compete for users’ attention and for mobile ad revenue.

Niche service providers like travel metasearch app KAYAK, contextual search apps like Shazam and job search apps like Indeed are seeing gains in mobile ad revenues. eMarketer forcasts Yelp’s mobile search ad revenues will triple by 2016.

Plus, search revenues from powerhouses like Yahoo and Bing are yet to be understood in the context of overall company earnings statements.

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via eMarketer
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