Revised forecasts by eMarketer place Facebook atop the mobile display advertising revenue list, with the research firm saying that the social network will account for $3 of every $10 spent in the sector in 2013, and adding that it boosted its projections following a stronger-than-expected fourth-quarter performance.
In terms of mobile ad revenues in general, eMarketer pegged Facebook at No. 2 overall, behind Google, and it said the social network’s share of the market would rise to 13.2 percent in 2013 from 9.5 percent in 2012.
Both Facebook and Twitter have benefited from their use of so-called native ad formats that are seamlessly integrated within the core user experiences of their respective products. The resulting ability for both companies to deliver mobile ad impressions at much higher volume than many traditional ad publishers has helped them capture market share very quickly.
Overall U.S. mobile advertising spending soared 178 percent in 2012, totaling $4.11 billion, and eMarketer expects that figure to jump another 77.3 percent in 2013, to $7.29 billion.
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