Dive Brief:
- Facebook will claim one-fifth (20.3%) of mobile advertising revenues in the United States by 2017, according to updated projections from eMarketer.
- EMarketer’s previous estimates predicted that Facebook’s share would decline slowly from 18.5% in 2014 to 15.1% in 2017.
- Mobile ad revenues are expected to grow 67% in the next two years, from $30.5 billion in 2015 to $50.8 billion in 2017, eMarketer says.
Dive Insight:
Thanks to Facebook’s strong second-quarter results, eMarketer has raised projections for the social network’s share of mobile ad revenues through 2017 from 15.1% to 20.3%. Facebook beat analysts' expectations for the quarter ending June 30, with revenues surging 39% to reach $4.04 billion—and mobile making up 76% of its ad dollars.
While the original social network has become a mobile powerhouse, properties including Instagram, WhatsApp, and Facebook Messenger will also add dollars to the bottom line. The overall mobile advertising pie will grow to $50.8 billion in 2017, eMarketer says, and Facebook will post more than $12.1 billion of that total.
Google will continue to be No. 1 in the mobile ad game through 2017 with 31.7% of mobile ad revenues, eMarketer predicts, having ceded about 5% of its market share to other platforms. Other services expected to lose market share include Yahoo (3.3% in 2014 to 2.4% in 2017) and Pandora (2.9% in 2014 to 2.2% in 2017), while Twitter’s mobile ad revenues are expected to grow from 3.6% in 2014 to 4.4% in 2017.