New Ad Sales Analysis Comparison of the Big Dogs
Twitter is thrashing Facebook (NASDAQ:FB) when it comes to selling advertisements on mobile devices, according to a new study published on Thursday, with Internet radio Pandora (NYSE:P) also among the top performers. According to the eMarketer report, Twitter is expected to gross $129.7 million in U.S. mobile ad sales this year against Facebook’s $72.7 million.
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Google (NASDAQ:GOOG) is still the most dominant seller of ads by a country mile and is expected to bring in $1423.1 million. Pandora is the next best at $226.4 million, while Apple (NASDAQ:AAPL) will likely bring in $75.1 million. Overall, mobile ad sales will total $2.61 billion this year and rise to $12 billion by 2016, according to eMarketer predictions.
“As users increasingly access Twitter via mobile devices, eMarketer believes that the tight integration between the company’s ad products—particularly Promoted Tweets—and core user experience has made the subsequent shift toward displaying mobile advertisements relatively simple,” the report said. “Facebook, by comparison, only rolled out Premium advertisements in the Newsfeed—part of its core user experience for both mobile and desktop—earlier this year.”
The report adds that Facebook is estimated to earn more than 60 percent of its revenue from its Marketplace advertising platform that display ads on the right-hand side of Facebook’s desktop interface. These ads do not yet appear on Facebook’s mobile platform.
However, eMarketer does expect the newly public social network to defeat Twitter as early as next year, bringing in $387 million to the microblogger’s $272.6 million. By 2014, Facebook’s U.S. mobile revenues will reach $629.4 million, compared to $444.1 million at Twitter and put the Mark Zuckerberg company in second place after Google in mobile revenue.
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