The U.S. mobile advertising market is growing far faster than expected, driven by the rapid ascension of Google’s mobile search advertising business, advertisers’ growing attraction to display inventory on tablet and smartphone devices, and the growing roster of mobile ad networks such as Google’s AdMob, Apple’s iAd, and Millennial Media, eMarketer says.
Mobile advertising spending in the US reached $1.45 billion in 2011, up 89 percent from $769.6 billion in 2010.
This year, US mobile ad spending will grow 80 percent to $2.61 billion.
The most significant adjustment in this forecast comes as a result of “Google’s exceptional mobile advertising performance,” which has propelled mobile search advertising far faster than previously expected, eMarketer says.
eMarketer estimates Google’s share of overall U.S. mobile ad revenues reached 51.7 percent, or about $750 million, in 2011. Mobile advertising grows faster than expected.
The firm previously forecast U.S. mobile ad spending would grow 47 percent to $1.8 billion in 2012, up from $1.2 billion last year.