Yahoo Chief Executive Marissa Mayer has made mobile advertising the centerpiece of her turnaround efforts. Next year, Mayer is poised for some mobile ad bragging rights.
Yahoo is set to pass Twitter in share of the U.S. mobile ad market by 2015, according to research firm eMarketer. Yahoo’s mobile ad revenue will make up 3.74% of the U.S. mobile ad market next year, edging past Twitter, which will hold a 3.69% share, eMarketer predicts.
To be sure, both Yahoo and Twitter are nowhere near the top two market leaders. Google and Facebook will make up 35.17% and 16.68% of the U.S. mobile ad market in 2015, respectively.
Yahoo in October said the company generated third quarter mobile sales of $200 million, or about 17% of the company’s overall revenue. Yahoo has invested heavily in mobile, and this summer acquired mobile ad network Flurry in an effort to better compete with Twitter, Facebook, and Google, which operate similar products.
Yahoo’s mobile display advertising will grow faster than its mobile search business, where it currently holds a stronger position, according to eMarketer.
As big Web companies jockey for position, the overall mobile ad market is set to grow 50% in 2015, reaching $28.5 billion, the research firm estimates. Mobile advertising has been a red-hot growth story as of late, and this year ad spending on smartphones and tablets surpassed traditional categories like newspapers, magazines, and radio.
Source: http://blogs.wsj.com/digits/2014/12/05/yahoo-twitter-mobile-ad-revenue-emarketer/?mod=ST1
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