The effectiveness of mobile advertising is still being debated, but media buyers are already going all-in while also increasing their presence on the Web.
Mobile ad spending grew 180 percent to top $4 billion in 2012, according to the latest estimates from digital marketing research firm eMarketer. At the same time, the Interactive Advertising Bureau and PwC US report Internet ad revenues totaled $9.3 billion for the third quarter.
On the mobile side, eMarketer highlights this year’s exponential growth as an outlier–the expected growth rate for 2013 is a comparatively meager 77 percent, and it slows from there–but predicts the market will surpass $20 billion by 2016.
Google is still the mobile-ad king with more than $2.1 billion in revenue and 57 percent market share, but others are closing the gap.
Facebook–who only began offering mobile-specific advertising via "Sponsored Stories" mid-way through this year–was the second-largest seller with an expected haul of $339 million for 2012. Mobile earnings estimates for the social giant were as low as $45 million earlier this year. Facebook had no reported mobile ad earnings in 2011.
Twitter, also showing no mobile ad revenue in 2011, was this year’s fourth-largest earner with $135 million.
Internet Ad Revenues Grow 18 Percent in Q3
While mobile was exploding, Internet ad spending continued its steady climb through the third quarter.
The sector grew 18 percent year-over-year and 6 percent from the second quarter to reach $9.3 billion.
"Sustained growth in internet ad revenue despite economic head winds is a testament to the value marketers get from using digital media," says Sherrill Mane, SVP of research, analytics and measurement for IAB, in a statement.