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Driven by Facebook and Google, Mobile Ad Market Doubled in 2013

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Last year, global mobile ad spending increased 105.0% to total $17.96 billion, up from $8.76 billion in 2012, according to new figures from eMarketer. In 2014, mobile advertising is on pace to rise another 75.1% to $31.45 billion, when mobile will account for nearly one quarter of total digital ad spending worldwide.

Facebook and Google represented the majority of mobile ad market growth worldwide last year. Combined, the two companies saw an increase of $6.92 billion in net mobile ad revenues in 2013. These internet giants are consolidating their places at the top of the market, accounting for more than two-thirds of worldwide mobile ad spending in 2013--a figure that will increase slightly in 2014, according to eMarketer.

Facebook in particular is gaining significant market share. In 2012, the social network accounted for just 5.4% of the global mobile ad market. In 2013, that share increased to 17.5%, and eMarketer predicts it will rise again this year to 21.7%.

Google still owns a plurality of the mobile advertising market worldwide, taking a portion of nearly 50% in 2013, but the rapid growth of Facebook will cause the search giant's share to drop to 46.8% in 2014, eMarketer estimates.

Twitter is one of the few companies expected to increase share of the mobile ad market this year. eMarketer estimates the company saw its share of the worldwide mobile advertising market increase to 2.4% last year, up from 1.5% in 2012. This year, eMarketer estimates Twitter will see its share rise to 2.6%.

The rapid pace in which mobile has taken over the company's ad revenue share indicates Facebook's mobile future. In 2012, only 11% of Facebook's net ad revenues worldwide came from mobile, and last year, that figure jumped to 45.1%. In 2014, eMarketer estimates that mobile will account for 63.4% of Facebook's net digital ad revenues. Mobile accounted for 23.1% of Google's net ad revenues worldwide in 2013, and eMarketer estimates this share will increase to 33.8% this year.

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Tags: mobile advertising