When it comes to digital advertising, it's Google's game to lose. But challenger Facebook is putting up a good fight, particularly on mobile where the social network is projected by eMarketer to net nearly 16 percent of a $16.65 billion worldwide mobile ad market this year.
EMarketer, more bullish on Facebook's mobile prospects after a strong second-quarter showing, revised its projections Wednesday to bump up the social network's share of the mobile ad market. The analytics firm, however, still expects Google to bring home the bulk of mobile Internet ad revenues in 2013, pegging the search giant's share at 53.17 percent, or roughly $8.85 billion.
For its calculations, the firm includes revenue from mobile display and search ads for both phones and tablets, but excludes messaging-based advertising. Figures represent net ad revenues after traffic acquisition costs.
Looking at Facebook's and Google's revenue share side-by-side, the social network's mobile ad grab seems marginal compared to Google's projected more than 50 percent cut. On deeper inspection, however, one notices that Google's anticipated 2013 share will remain mostly flat year over year while the overall ad mobile ad market will inflate by 89 percent this year, according to eMarketer. In 2012, Google earned 52.36 percent of worldwide mobile Internet ad revenue.
On Web, however, Google stands alone, and across all devices -- Web and mobile -- Google is the undisputed leader in digital ad publishing. The search company will take in 32.84 percent of all digital ad dollars worldwide this year, according eMarketer. Second place Facebook will take in just 5.41 percent.