Home  › Media › Mobile
mobile-measurement

Mobile Ad Networks Begin Taking a Back Seat to Publishers

  |  April 15, 2013   |  Comments

Are we witnessing the decline of mobile ad networks or the ascent of publishers selling mobile ads? It depends on who you ask and how you look at it. Mobile ad networks no longer command the majority of spending mobile display ads in the US, according to a new report from IDC.

Are we witnessing the decline of mobile ad networks or the ascent of publishers selling mobile ads? It depends on who you ask and how you look at it. Mobile ad networks no longer command the majority of spending mobile display ads in the US, according to a new report from IDC. Mobile ad networks, such as Google, Millennial Media and Apple, have been supplanted by mobile publishers like Facebook, Pandora and Twitter.

Mobile publishers controlled 52 percent of US mobile display ad spending last year, a significant increase from the 39 percent they collectively controlled the year prior.

"Mobile ad networks are losing market share to publishers, and we expect them to lose even more going forward," notes Karsten Weide, vice president of media and entertainment at IDC.

Mobile advertising spend grew 88 percent in the US last year to $4.5 billion. Mobile also comprised a double-digit share of the overall digital ad market for the first time in 2012, reaching an 11 percent share, up from 7 percent in 2011. IDC projects mobile ad spending will grow at least 55 percent in the US this year for a total of about $7 billion. All this comes despite mobile growing at a slower pace year-over-year and no longer experiencing annual growth rates in the triple digits.

Mobile display ads generated $1.7 billion in 2012 and gained 8 percentage points on search, comprising 39 percent of total mobile spend in the US last year.

Meanwhile, search still remains the dominant channel for mobile ad spend at 61 percent or $2.8 billion, according to IDC.

Facebook ended the year on top, clearing $234 million on mobile display ads, followed close behind by Pandora at $229 million, the firm reports. Twitter came in at third place, selling $117 million worth of mobile display ads.

Google remains the top dog on the ad network front at $243 million. Millennial Media surpassed Apple last year with $151 million in mobile display ad revenue versus the iPhone-maker's $125 million, and Jumptap closed the year at number four with $90 million.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • E-Commerce Marketing Associate
      E-Commerce Marketing Associate (OmniVista Health) - BaltimoreOmniVista Health is looking to add an E-Commerce Marketing Associate to our expanding...
    • Front End Web Developer
      Front End Web Developer (Agora Financial) - BaltimoreAgora Financial, an independent financial publisher, has an immediate opening for a Front-End...
    • Senior Outside Sales
      Senior Outside Sales (RioSeo) - San Diego~~RioSEO is the leading provider of Local Search technology to multi-store retailers and brands. Our software...