Market-research outfit eMarketer projected that Facebook will account for 21.7 percent of the global mobile ad market in 2014, up from 17.5 percent in 2013 and just 5.4 percent in 2012.
Google still commands the lion’s share of the sector, with eMarketer pegging it for a 46.8 percent share in 2014, and attributing its drop from nearly 50 percent in 2013 to the social network’s growth.
eMarketer also predicted a modest gain for Twitter, to 2.6 percent in 2014, from 2.4 percent in 2013 and 1.5 percent in 2012.
For the sector as a whole, eMarketer projected that mobile advertising will jump 75.1 percent in 2014, to $31.45 billion, accounting for nearly one-quarter of total worldwide digital ad spending.
The research firm said in a release announcing its findings:
The rapid pace in which mobile has taken over the company’s ad revenue share indicates Facebook’s mobile future. In 2012, only 11 percent of Facebook’s net ad revenues worldwide came from mobile, and last year, that figure jumped to 45.1 percent. In 2014, eMarketer estimates that mobile will account for 63.4 percent of Facebook’s net digital ad revenues. Mobile accounted for 23.1 percent of Google’s net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8 percent this year.
Readers: Did any of the findings by eMarketer surprise you?
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