Yahoo’s US mobile ad revenues are predicted to overtake Twitter next year to become the third largest in the country, according to a new report.
eMarketer forecasts that overall US mobile ad spend is predicted to grow 50 per cent year-on-year in 2015, hitting $28.5bn (£18bn), and a further 41 per cent in 2016, to $40.2bn.
Of that market, Yahoo’s share will grow from 3.18 per cent in 2014 to 3.74 per cent next year, putting it narrowly ahead of Twitter’s 3.69 per cent share. By 2016, Yahoo is expected to consolidate its position, taking a 4.19 per cent share.
The company’s s mobile ad revenues in the US will increase by 76.4 per cent next year, according to eMarketer, and a further 57.8 per cent in 2016.
Another company expected to climb the league tables is Apple, with iAd moving from seventh place in 2014, with a share of 2.57 per cent, to fifth place in 2015, with 2.79 per cent.
However, looking at the figures it’s hard not to get the impression that all of these companies are fighting for scraps, in the shadows of the two dominant forces. Google will command 37.2 per cent of US mobile ad spend in 2014, and Facebook 17.6 per cent.
Both companies’ market shares are expected to fall in the coming years – 33.2 per cent for Google by 2016, and 14.6 per cent for Facebook – but they’re still in no danger of being overtaken by Yahoo, or any of the other companies listed in these predictions.