Facebook eating into Google's mobile advertising market share: eMarketer

New York: Social networking giant Facebook's global mobile ad market share, which stood at a little over USD 3 billion in 2013, is witnessing a continuous growth and is expected to eat into tech major Google's share, research firm eMarketer has said in a report. Facebook and Google together accounted for over 66 per cent of the global mobile ad spending in 2013, that rose over two-fold to USD 17.96 billion, compared to 2012.

"Google still owns a plurality of the mobile advertising market worldwide, taking a portion of nearly 50 per cent in 2013, but the rapid growth of Facebook will cause the search giant's share to drop to 46.8 per cent in 2014, eMarketer estimates," it said in the report.

According to Facebook's Q4 2013 results, the mobile ad revenue represented about 53 per cent of advertising revenue, up from around 23 per cent of advertising revenue in the fourth quarter of 2012. Revenue from advertising was USD 2.34 billion in the fourth quarter of 2013.

"Facebook in particular is gaining significant market share. In 2012, the social network accounted for just 5.4 per cent of the global advertising market. In 2013, that share increased to 17.5 per cent and eMarketer predicts it will rise again this year to 21.7 per cent," the research firm said.