Social Networks Drive Stronger Than Expected Mobile Ad Revenue

Published: December 27, 2012

If the latest 2012 ad spending numbers are any indication, 2013 is going to be quite a year for mobile marketing.

According to recent eMarketer data, U.S. mobile ad spending grew much more quickly than expected during the last part of 2012. The research organization now expects mobile ad spending to increase 180% this year to $4 billion – much higher than the $2.61 billion previously forecast in September 2012.

In addition, eMarketer says it expects U.S. mobile ad spending to reach $7.19 billion during 2013 and nearly $21 billion by 2016. That includes spending across mobile display, search and messaging-based ads targeting both B2C and B2B buyers.

An eMarketer report cited the success of “native” ad formats in Facebook and Twitter mobile feeds as a major contributor to fast-growing mobile ad revenue. Facebook in particular appears to be addressing concerns that the social network would have trouble monetizing its mobile user base with appropriate ad formats.

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Google also experienced strong ad revenue growth during the third quarter of 2012. According to eMarketer, the company is expected to control nearly 57% of the U.S. mobile ad market by the end of the year.

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