Facebook to capture 15.8pc of global mobile ads business in 2013

28 Aug 2013

Facebook can expect to see its share of global mobile internet ad revenues reach 15.8pc this year, up from 5.35pc in 2012, according to a new report from eMarketer.

The year 2012 was the first year Facebook had any mobile ad offerings.

eMarketer had originally estimated that Facebook’s share of mobile ad revenues worldwide would reach 12.9pc by the end of 2013.

Future Human

There can be no doubt that Facebook has turned a massive corner in terms of mobile. In its most recent financial results, it emerged that 41pc of the company’s US$1.8bn revenues came from mobile devices.

eMarketer estimates that Google will grab 53.17pc of the worldwide mobile ad market this year, up slightly over 2012 – primarily a result of continued growth in mobile search usage and further mobile monetisation of YouTube.

Global mobile ads market valued at US$16.6bn

mobile ad spend 2013

The overall mobile ad market worldwide is expected to grow 89pc to US$16.65bn in 2013, eMarketer estimates.

Both Facebook and Google are now the top ad publishers not only for mobile, but for all digital, as well – with an even stronger lead on the competition.

Across all devices, Google remains by far the No 1 digital ad publisher in the world and will take in nearly 33pc of all digital ad dollars worldwide this year, eMarketer estimates, up from 31.46pc in 2012. Facebook will also increase its share of the total, to 5.41pc, while Yahoo! will lose some ground. Microsoft’s share of the worldwide market will hold steady.

These digital ad market share figures are only slightly adjusted compared to eMarketer’s previous forecast, released in June 2013, which projected a 33.24pc share of the worldwide digital ad market for Google, and a 5.04pc share for Facebook.

The most significant change has been an increase in expected revenues at Microsoft. In June, eMarketer forecast just over US$2.08bn in worldwide ad revenues for Microsoft, but information provided by the company has it revising that estimate to an expected US$2.92bn.

eMarketer has increased its forecast for worldwide ad revenues at Facebook significantly since June.

Stellar performance in Q2 led to the upward revision, from US$5.89bn initially expected in ad revenues for 2013, up to US$6.36bn now projected for this year.

Mobile brand image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years