Despite Facebook's recent ad-related push, rival Twitter is besting the social network when it comes to U.S. mobile ad revenue.
According to a new eMarketer report, Twitter earned $129.7 million in mobile ads this year, while Facebook earned $72.7 million.
Neither company ranks among more established platforms like Google and Pandora, which have taken years to hone their advertising craft, and pulled in $1,423.1 million and $226.4 million, respectively. Millennial Media and Apple both pulled in more than Facebook, capturing $84.1 million and $75.1 million in 2012, respectively.
"The increasing focus on mobile by both Twitter and Facebook, as well as other major digital advertising publishers, will continue to [grow] in the overall U.S. mobile advertising market," which eMarketer forecasts will reach a total $2.61 billion this year, the company said.
In June, Twitter CEO Dick Costolo reported that its mobile platform surpassed its website in terms of generating advertising revenue, a milestone that came four months after the company introduced ads into smartphone and tablet users' application timelines.
The Promoted Tweets option has helped to tighten the integration between the company's ad products and the core user experience, eMarketer said.
Meanwhile, Facebook, which just rolled out premium advertising on mobile devices earlier this year, still earns most of its revenue from desktop ads, which don't show up in the mobile apps.
"Still, mobile is a long-term play for Facebook," eMarketer said. The firm expects the social-networking giant to beat Twitter next year by "a significant margin," likely grabbing more than $385 million in U.S. mobile ads revenue.
Taking a look into its crystal ball, eMarketer forecasted that Facebook's revenues will reach $629.4 million by 2014, compared to the expected $444.1 million from Twitter. In two years, Facebook could be ranked as the second-highest mobile ad earner, behind Google and its significant lead.
Google's dominance is a result of the company's strong position in the mobile search ad market, eMarketer said. Google has cornered the market with about 95.4 percent share of revenues, leaving only 4.6 percent of the estimated $1.28 billion advertisers will spend this year to competitors, like Microsoft's Bing.
"Despite the growing focus from major ad publishers, mobile remains a relatively small portion of the overall U.S. ad market," eMarketer said, with mobile representing only about 1 percent of total U.S. spending this year.
EMarketer based estimates on analysis of reported company revenues, as well as other research firms' advertising revenues, pricing, impressions, and other factors. Major mobile advertising publishers' usage trends and eMarketer interviews with executives also play a role.
This year's numbers are based on revenues after companies paid traffic acquisition costs to partner sites ? a new process for the data publishers.
For more from Stephanie, follow her on Twitter @smlotPCMag.
Source: http://www.pcmag.com/article2/0,2817,2409355,00.asp?kc=PCRSS05039TX1K0000762
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