For mobile advertising networks, era of dominance is over
TweetFollow Us on Twitter

For mobile advertising networks, era of dominance is over

Mobile publishers such as Facebook, Pandora, and Twitter are rapidly taking over the mobile display advertising market in the United States.

Where in past years, ad networks such as Google, Millennial Media, and Apple received most of the spending on mobile display ads, now publishers control the segment, thanks to very strong sales growth in the past year. Facebook, Pandora, Twitter, and The Weather Channel all registered strong sales in 2012 and all (with the exception of Pandora) popped onto the scene from zero sales in 2011. As a result, publishers controlled 52% of U.S. mobile display ad spending in 2012, compared to the 39% they received in 2011. This is one of the results from a newly published report from the International Data Corporation (IDC) research group (www.idc.com).

"Mobile ad networks are losing market share to publishers, and we expect them to lose even more going forward," says Karsten Weide, vice president of Media & Entertainment at IDC. "Networks, especially independent ones, are entering a difficult phase, in which, with an ever smaller share of revenue, they'll have to compete with publishers, which will only grow in strength."

Additional findings from IDC's U.S. mobile advertising report include the following:

° Strong growth in mobile advertising spending in the United States continues, even if annual growth rates continue to decline: the market grew by 88% in 2012 (down from 125% in 2011) to a total of US$4.5 billion (up from $2.4 billion in 2011). Mobile market share within all digital advertising reached 11% in 2012, up from 7% in 2011. For 2013, IDC expects a growth rate of 55–65%, with spending coming in around $7 billion, for the United States.

° Mobile display advertising has increased its market share of total mobile spending by no less than 8 percentage points to 39%, versus 61% for search ads, in 2012. Mobile display ads attracted $1.7 billion in 2012 compared with $0.7 billion in 2011. Growth rates have picked up again in 2012 after a dip in 2011. They were at 134% in 2010, 118% in 2011, and 132% in 2012.

° Among mobile publishers selling display advertising, Facebook was the number 1 company in 2012 ($234 million gross revenue), followed by Pandora ($229 million) with Twitter coming in third ($117 million). In the ad network segment, not much has changed. Google still holds the top spot ($243 million). One change is that Millennial Media ($151 million) has taken over Apple ($125 million) to claim the number 2 spot. Jumptap remains number 4 ($90 million).

° Marketers spent $2.8 billion in 2012 on mobile search ads, compared with $1.6 billion in 2011 and $0.7 billion in 2010. Growth rates have slowed significantly, down from 195% in 2010 to 127% in 2011 to 68% in 2012. Google still dominates the market with gross revenue of $2,166 million, and a gross market share of 79%.

 
AAPL
$123.25
Apple Inc.
-0.99
GOOG
$548.34
Google Inc.
-6.83
MSFT
$40.97
Microsoft Corporation
-0.24
MacNews Search:
Community Search:
view counter

view counter
view counter
view counter
view counter
view counter
view counter

Fast & Furious: Legacy's Creati...
| Read more »
N-Fusion and 505's Ember is Totally...
| Read more »
These are All the Apple Watch Apps and G...
The Apple Watch is less than a month from hitting store shelves, and once you get your hands on it you're probably going to want some apps and games to install. Fear not! We've compiled a list of all the Apple Watch apps and games we've been able to find so far. Games Rules! By TheCodingMonkeys App Store Description: RULES! is a cute puzzle game... | Read more »
Appy to Have Known You - Lee Hamlet Look...
Being at 148Apps these past 2 years has been an awesome experience that has taught me a great deal, and working with such a great team has been a privilege. Thank you to Rob Rich, and to both Rob LeFebvre and Jeff Scott before him, for helping me to grow as a writer and for giving me the opportunity to write about what I love: playing innovative... | Read more »
Hands-On With Allstar Heroes - A Promisi...
Let’s get this out of the way quickly. Allstar Heroes looks a lot like a certain other recent action RPG release, but it turns out that while it’s not yet available here, Allstar Heroes has been around for much longer than that other title. Now that copyright row is out of the way, I can say that Allstar Heroes seems pretty fun. It’s not out here... | Read more »
Macho Man and Steve Austin Join the Rank...
WWE Immortals, by Warner Bros. Interactive Entertainment and WWE, has gotten a superstar update. You'll now have access to Macho Man Randy Savage and Steve Austin. Both characters have two different versions: Macho Man Randy Savage Renegade or Macho King, and Stone Cold Steve Austin Icebound Watcher or Texas Rattlesnake. | Read more »
Fearless Fantasy is Fantastic for the iF...
I actually had my first look at Fearless Fantasy last year at E3, but it was on a PC so there wasn't much for me to talk about. But now that I've been able to play with a pre-release version of the iOS build, there's quite a bit for me to talk about. | Read more »
MLB Manager 2015 (Games)
MLB Manager 2015 5.0.14 Device: iOS Universal Category: Games Price: $4.99, Version: 5.0.14 (iTunes) Description: Guide your favorite MLB franchise to glory! MLB Manager 2015, officially licensed by MLB.com and based on the award-winning Out of the Park Baseball series, is the most fun and realistic baseball game ever created for... | Read more »
Breath of Light (Games)
Breath of Light 1.0.1421 Device: iOS Universal Category: Games Price: $2.99, Version: 1.0.1421 (iTunes) Description: Hold a quiet moment.Breath of Light is a meditative and beautiful puzzle game with a hypnotic soundtrack by Winterpark.BEAUTIFULInspired by modern minimalism combined with a range of meditative art styles, from Zen... | Read more »
WWE WrestleMania Tags into the App Store
Are You ready to rumble? The official WWE WrestleMania app, by World Wrestling Entertainment, is now available. Now you can get all your WrestleMania info in one place before anyone else. The app offers details on superstar signings, interactive venue maps, event schedules, WrestleMania Superstore hours, stadium information, and more. You can also... | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.