Digital marketing and media research firm eMarketer said it sees unexpected growth in the U.S mobile advertising market, which is anticipated to nearly triple this year, due to an uptick in advertising sales.
eMarketer expects overall spending on mobile advertising in the US, including display, search and messaging-based ads served to mobile phones and tablets, to rise 180 percent this year to top $4 billion from $1.2 billion in 2011. Earlier, eMarketer’s forecast was for substantially smaller growth of 80 percent to just $2.61 billion.
Now eMarketer sees US mobile ad spending to reach $7.19 billion next year and nearly $21 billion by 2016.
eMarketer provides top brands, agencies and media companies with the most complete view of digital marketing data.
According to eMarketer, US mobile ad spending is growing more quickly than previously expected, mainly due to the success of social networking giant Facebook, Inc.’s (FB: Quote) mobile newsfeed ads and Twitter’s Promoted Products, especially when consumers continue to increase time spent on mobile devices with smaller screens.
eMarketer reported that Google Inc. (GOOG: Quote) posted better-than-expected mobile ad growth in its third quarter and now controls a 56.6 percent of the US mobile advertising market. eMarketer now estimates Facebook’s US mobile ad revenues to hit $339 million in 2012.
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by RTT Staff Writer
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