Google Mobile Ad Revenue in 2012 Could Exceed $4 Billion
According to an analyst with Piper Jaffray, Google’s mobile ad sales could surpass $4 billion in 2012, which would be a significant increase from the $2.5 billion Google made on its mobile ad sales in 2011.
The forecast comes from Piper Jaffray analyst Gene Munster, and is based on the “triple-headed” attack of AdSense for mobile; the AdMob unit; and Google’s search, display and ads within applications.
Google’s mobile ad business grew from $1 billion annualized in 2010 to $2.5 billion in 2011, according to numbers CEO Larry Page shared in the third quarter.
"On the advertising side, one source shows that Android is doing well as a percentage of mobile ad impressions on their network, which we believe makes sense since a greater portion of Android apps are free versus paid," according to Munster’s research note.
According to the latest numbers from comScore, Google’s Android claimed an average of 46.9 percent of the U.S. smartphone market during the three months ending in November, up 3.1 percentage points from its share during the three-month period ending in August.
Apple’s iOS followed with 28.7 percent of the market in November, up 1.4 points. RIM’s BlackBerry OS was third with 16.6 percent, down 3.1 points.
Microsoft finished November in fourth with 5.2 percent of the market, down half a point. Meanwhile, Symbian finished in fifth with 1.5 percent of the market, down a third of a point.
A separate report from ChangeWave Research found that 75 percent of customers were very satisfied with iOS in December, while 47 percent of Android users said the same. The satisfaction rating was 32 percent for Windows Mobile OS, and 22 percent for BlackBerry.
AdSafe Media, a brand protection and campaign performance data company, tracks more than 1.5 billion ad impressions per day. Of these, the company found that:
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38 percent are never in view to a user
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56 percent are not in view for a total of five seconds
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57 percent are not in view for 2.5 consecutive seconds
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68 percent are not in view for 7.5 consecutive seconds
According to AdSafe Media, ads are in view 1.82 times longer on media sites than on news sites, and about 43 times longer on media sites than on other types of sites.
Sources:
http://www.eweek.com/c/a/Mobile-and-Wireless/Google-Mobile-Ad-Revenue-Could-Top-4B-Munster-727452/
http://www.changewaveresearch.com/articles/2012/smart_phones_20120109.html
