For mobile advertising networks, era of dominance is over
TweetFollow Us on Twitter

For mobile advertising networks, era of dominance is over

Mobile publishers such as Facebook, Pandora, and Twitter are rapidly taking over the mobile display advertising market in the United States.

Where in past years, ad networks such as Google, Millennial Media, and Apple received most of the spending on mobile display ads, now publishers control the segment, thanks to very strong sales growth in the past year. Facebook, Pandora, Twitter, and The Weather Channel all registered strong sales in 2012 and all (with the exception of Pandora) popped onto the scene from zero sales in 2011. As a result, publishers controlled 52% of U.S. mobile display ad spending in 2012, compared to the 39% they received in 2011. This is one of the results from a newly published report from the International Data Corporation (IDC) research group (www.idc.com).

"Mobile ad networks are losing market share to publishers, and we expect them to lose even more going forward," says Karsten Weide, vice president of Media & Entertainment at IDC. "Networks, especially independent ones, are entering a difficult phase, in which, with an ever smaller share of revenue, they'll have to compete with publishers, which will only grow in strength."

Additional findings from IDC's U.S. mobile advertising report include the following:

° Strong growth in mobile advertising spending in the United States continues, even if annual growth rates continue to decline: the market grew by 88% in 2012 (down from 125% in 2011) to a total of US$4.5 billion (up from $2.4 billion in 2011). Mobile market share within all digital advertising reached 11% in 2012, up from 7% in 2011. For 2013, IDC expects a growth rate of 55–65%, with spending coming in around $7 billion, for the United States.

° Mobile display advertising has increased its market share of total mobile spending by no less than 8 percentage points to 39%, versus 61% for search ads, in 2012. Mobile display ads attracted $1.7 billion in 2012 compared with $0.7 billion in 2011. Growth rates have picked up again in 2012 after a dip in 2011. They were at 134% in 2010, 118% in 2011, and 132% in 2012.

° Among mobile publishers selling display advertising, Facebook was the number 1 company in 2012 ($234 million gross revenue), followed by Pandora ($229 million) with Twitter coming in third ($117 million). In the ad network segment, not much has changed. Google still holds the top spot ($243 million). One change is that Millennial Media ($151 million) has taken over Apple ($125 million) to claim the number 2 spot. Jumptap remains number 4 ($90 million).

° Marketers spent $2.8 billion in 2012 on mobile search ads, compared with $1.6 billion in 2011 and $0.7 billion in 2010. Growth rates have slowed significantly, down from 195% in 2010 to 127% in 2011 to 68% in 2012. Google still dominates the market with gross revenue of $2,166 million, and a gross market share of 79%.

 
AAPL
$99.76
Apple Inc.
+2.09
MSFT
$44.08
Microsoft Corpora
+0.45
GOOG
$520.84
Google Inc.
+9.67

MacTech Search:
Community Search:

Software Updates via MacUpdate

RestoreMeNot 2.0.3 - Disable window rest...
RestoreMeNot provides a simple way to disable the window restoration for individual applications so that you can fine-tune this behavior to suit your needs. Please note that RestoreMeNot is designed... Read more
Macgo Blu-ray Player 2.10.9.1750 - Blu-r...
Macgo Mac Blu-ray Player can bring you the most unforgettable Blu-ray experience on your Mac. Overview Macgo Mac Blu-ray Player can satisfy just about every need you could possibly have in a Blu-ray... Read more
Apple iOS 8.1 - The latest version of Ap...
The latest version of iOS can be downloaded through iTunes. Apple iOS 8 comes with big updates to apps you use every day, like Messages and Photos. A whole new way to share content with your family.... Read more
TechTool Pro 7.0.5 - Hard drive and syst...
TechTool Pro is now 7, and this is the most advanced version of the acclaimed Macintosh troubleshooting utility created in its 20-year history. Micromat has redeveloped TechTool Pro 7 to be fully 64... Read more
PDFKey Pro 4.0.2 - Edit and print passwo...
PDFKey Pro can unlock PDF documents protected for printing and copying when you've forgotten your password. It can now also protect your PDF files with a password to prevent unauthorized access and/... Read more
Yasu 2.9.1 - System maintenance app; per...
Yasu was originally created with System Administrators who service large groups of workstations in mind, Yasu (Yet Another System Utility) was made to do a specific group of maintenance tasks... Read more
Hazel 3.3 - Create rules for organizing...
Hazel is your personal housekeeper, organizing and cleaning folders based on rules you define. Hazel can also manage your trash and uninstall your applications. Organize your files using a... Read more
Autopano Giga 3.7 - Stitch multiple imag...
Autopano Giga allows you to stitch 2, 20, or 2,000 images. Version 3.0 integrates impressive new features that will definitely make you adopt Autopano Pro or Autopano Giga: Choose between 9... Read more
MenuMeters 1.8 - CPU, memory, disk, and...
MenuMeters is a set of CPU, memory, disk, and network monitoring tools for Mac OS X. Although there are numerous other programs which do the same thing, none had quite the feature set I was looking... Read more
Coda 2.5 - One-window Web development su...
Coda is a powerful Web editor that puts everything in one place. An editor. Terminal. CSS. Files. With Coda 2, we went beyond expectations. With loads of new, much-requested features, a few... Read more

Latest Forum Discussions

See All

This Week at 148Apps: October 13-17, 201...
Expert App Reviewers   So little time and so very many apps. What’s a poor iPhone/iPad lover to do? Fortunately, 148Apps is here to give you the rundown on the latest and greatest releases. And we even have a tremendous back catalog of reviews; just... | Read more »
Angry Birds Transformers Review
Angry Birds Transformers Review By Jennifer Allen on October 20th, 2014 Our Rating: :: TRANSFORMED BIRDSUniversal App - Designed for iPhone and iPad Transformed in a way you wouldn’t expect, Angry Birds Transformers is a quite... | Read more »
GAMEVIL Announces the Upcoming Launch of...
GAMEVIL Announces the Upcoming Launch of Mark of the Dragon Posted by Jessica Fisher on October 20th, 2014 [ permalink ] Mark of the Dragon, by GAMEVIL, put | Read more »
Interview With the Angry Birds Transform...
Angry Birds Transformers recently transformed and rolled out worldwide. This run-and-gun title is a hit with young Transformers fans, but the ample references to classic Transformers fandom has also earned it a place in the hearts of long-time... | Read more »
Find Free Food on Campus with Ypay
Find Free Food on Campus with Ypay Posted by Jessica Fisher on October 20th, 2014 [ permalink ] iPhone App - Designed for the iPhone, compatible with the iPad | Read more »
Strung Along Review
Strung Along Review By Jordan Minor on October 20th, 2014 Our Rating: :: GOT NO STRINGSUniversal App - Designed for iPhone and iPad A cool gimmick and a great art style keep Strung Along from completely falling apart.   | Read more »
P2P file transferring app Send Anywhere...
File sharing services like Dropbox have security issues. Email attachments can be problematic when it comes to sharing large files. USB dongles don’t fit into your phone. Send Anywhere, a peer-to-peer file transferring application, solves all of... | Read more »
Zero Age Review
Zero Age Review By Jordan Minor on October 20th, 2014 Our Rating: :: MORE THAN ZEROiPad Only App - Designed for the iPad With its mind-bending puzzles and spellbinding visuals, Zero Age has it all.   | Read more »
Hay Ewe Review
Hay Ewe Review By Campbell Bird on October 20th, 2014 Our Rating: :: SAVE YOUR SHEEPLEUniversal App - Designed for iPhone and iPad Pave the way for your flock in this line drawing puzzle game from the creators of Worms.   | Read more »
My Very Hungry Caterpillar (Education)
My Very Hungry Caterpillar 1.0.0 Device: iOS Universal Category: Education Price: $3.99, Version: 1.0.0 (iTunes) Description: Care for your very own Very Hungry Caterpillar! My Very Hungry Caterpillar will captivate you as he crawls... | Read more »

Price Scanner via MacPrices.net

Deals on 2011 13-inch MacBook Airs, from $649
Daily Steals has the Mid-2011 13″ 1.7GHz i5 MacBook Air (4GB/128GB) available for $699 with a 90 day warranty. The Mid-2011 13″ 1.7GHz i5 MacBook Air (4GB/128GB SSD) is available for $649 at Other... Read more
2013 15-inch 2.0GHz Retina MacBook Pro availa...
B&H Photo has leftover previous-generation 15″ 2.0GHz Retina MacBook Pros now available for $1599 including free shipping plus NY sales tax only. Their price is $400 off original MSRP. B&H... Read more
Updated iPad Prices
We’ve updated our iPad Air Price Tracker and our iPad mini Price Tracker with the latest information on prices and availability from Apple and other resellers, including the new iPad Air 2 and the... Read more
Apple Pay Available to Millions of Visa Cardh...
Visa Inc. brings secure, convenient payments to iPad Air 2 and iPad mini 3as well as iPhone 6 and 6 Plus. Starting October 20th, eligible Visa cardholders in the U.S. will be able to use Apple Pay,... Read more
Textkraft Pocket – the missing TextEdit for i...
infovole GmbH has announced the release and immediate availability of Textkraft Pocket 1.0, a professional text editor and note taking app for Apple’s iPhone. In March 2014 rumors were all about... Read more
C Spire to offer iPad Air 2 and iPad mini 3,...
C Spire on Friday announced that it will offer iPad Air 2 and iPad mini 3, both with Wi-Fi + Cellular, on its 4G+ LTE network in the coming weeks. C Spire will offer the new iPads with a range of... Read more
Belkin Announces Full Line of Keyboards and C...
Belkin International has unveiled a new lineup of keyboard cases and accessories for Apple’s newest iPads, featuring three QODE keyboards and a collection of thin, lightweight folios for both the... Read more
Verizon offers new iPad Air 2 preorders for $...
Verizon Wireless is accepting preorders for the new iPad Air 2, cellular models, for $100 off MSRP with a 2-year service agreement: - 16GB iPad Air 2 WiFi + Cellular: $529.99 - 64GB iPad Air 2 WiFi... Read more
Price drops on refurbished Mac minis, now ava...
The Apple Store has dropped prices on Apple Certified Refurbished previous-generation Mac minis, with models now available starting at $419. Apple’s one-year warranty is included with each mini, and... Read more
Apple refurbished 2014 MacBook Airs available...
The Apple Store has Apple Certified Refurbished 2014 MacBook Airs available for up to $180 off the cost of new models. An Apple one-year warranty is included with each MacBook, and shipping is free.... Read more

Jobs Board

Project Manager / Business Analyst, WW *Appl...
…a senior project manager / business analyst to work within our Worldwide Apple Fulfillment Operations and the Business Process Re-engineering team. This role will work Read more
*Apple* Retail - Multiple Positions (US) - A...
Job Description: Sales Specialist - Retail Customer Service and Sales Transform Apple Store visitors into loyal Apple customers. When customers enter the store, Read more
Position Opening at *Apple* - Apple (United...
…customers purchase our products, you're the one who helps them get more out of their new Apple technology. Your day in the Apple Store is filled with a range of Read more
Position Opening at *Apple* - Apple (United...
**Job Summary** At the Apple Store, you connect business professionals and entrepreneurs with the tools they need in order to put Apple solutions to work in their Read more
Position Opening at *Apple* - Apple (United...
**Job Summary** The Apple Store is a retail environment like no other - uniquely focused on delivering amazing customer experiences. As an Expert, you introduce people Read more
All contents are Copyright 1984-2011 by Xplain Corporation. All rights reserved. Theme designed by Icreon.