Facebook Mobile Ad Revenue Growing Faster than Expected

Facebook's mobile ad revenue is growing faster than anticipated, and it could reach up to nearly 16% of the global mobile Internet ad revenue share in 2013.

Facebook the Second Largest Purveyor of Mobile Ads

While Facebook's mobile ad growth has been swift, it's quite a distant second to Google. Of course, Facebook only started doing mobile ads in 2012, but Google's 53% share of total worldwide mobile ad revenue is more than all other vendors combined. Facebook's mobile ad revenue had been predicted to be around 13% for 2013, and it's now been revised to be 15.8%, an eMarketer report found.

In 2012, Facebook took in just 5.35% of total mobile ads, so this year's numbers show just how many of its customers are on mobile, and how much emphasis the company puts on those customers. Google's share grew slightly in 2013, partly due to its improved use of YouTube ads, the report found, and overall, the global mobile ad market is expected to grow 89% to US$ 16.65 billion.

Overall Digital Ad Game More Fragmented

Google and Facebook are still number one and two in the broader digital ad game, but there are more players there, and the revenue is much more evenly divided. Google has about a 33% share overall, and that is still a huge lead on other companies, while Facebook sits at 5.41%. The third and fourth place companies there are much closer to Facebook overall than they are on mobile.

Yahoo and Microsoft are third and fourth overall, with about 3% and 2.5% share respectively. Facebook's share of all digital advertising also increased in 2013 over 2012, but not as dramatically as with mobile. It went up from 4.11% in 2012, a bigger jump than what it saw from 2011 when it reached 3.65%.

eMarketer also revised Microsoft's overall numbers upward, a trend that had little to do with mobile. While Windows Phone has taken over as the third most popular mobile OS, it will be some time before the company can make any moves with its mobile ad stream.

Facebook is much more focused on mobile than any of the other vendors in this list, and so there's no doubt it will continue growing its ad presence there. The question is how long will it take before it really starts cutting into Google's massive lead?

Image Credit: Annette Shaff / Shutterstock