Overall, US mobile ad spending is still on a strong growth trajectory, though 2012 was the last year of triple-digit growth rates, eMarketer estimates. Spending will reach $7.65 billion this year, up from $4.36 billion in 2012. The bulk of US mobile ad spending will go toward search and display, especially banners and rich media ads. Through 2015, search alone will hold on to just over half of all US mobile ad dollars, with display reaching near-parity. Messaging-based formats have quickly declined in importance; they accounted for 16% of US mobile ad dollars in 2011, but this year will only make up 2.8% of the total.
Similar to desktop search, the mobile search ad market is fairly consolidated. Google alone took in 82.8% of all mobile search ad revenues last year, and will continue to increase that share marginally throughout eMarketer’s forecast period. YP will pull in 9.6% of mobile search dollars this year. Read the rest at eMarketer.