"When Google announced its proposed $750 million acquisition of AdMob earlier this month, there was little question that the deal would create a powerhouse in mobile display advertising. But exactly how strong a position the combined companies would have was more difficult to quantify.
Now, a new analysis estimates that Google and AdMob together would account for nearly a quarter of the total ad revenue generated by the top U.S. mobile ad networks. Based on their combined 2009 mobile ad revenue of $68 million, market research firm IDC estimates the two companies would have a 24% market share.
While the AdMob acquisition would give Google a leading position in mobile display advertising, it would be unlikely to trigger an antitrust action, according to IDC.
The next-biggest player would be Millennial Media, with $51 million in mobile ad revenue, or an 18% market share, followed by Yahoo, at $32 million (11%); Microsoft, at $23 million (8%); Quattro Wireless, at $21 million (7%); JumpTap, at $11 million (4%); and AOL, at $7 million (2%). All others combined would make up the remaining 26%.
The figures were based on the number of ad impressions served by the networks multiplied by an estimated average CPM rate (which was not disclosed). What it all adds up to in IDC's view is that Google's chief rivals must pursue their own deals to keep pace in the emerging mobile ad arena."
Source: Estimates by IDC, reported by MediaPost, 23rd November 2009
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2 years ago
1 comment:
How important is the size of a network? Leaving aside all the complications with estimating market share (as all networks refuse to reveal revenue, it’s extremely complex), surely there are more important things that advertisers and publishers should consider when choosing a network. Such as: is the networks blind or premium or a mix of the two? Is the pricing model CPM, CPC or CPA? What targeting is available? What geographies does it cover? If you want to know more about the different mobile ad networks, I recommend this guide - it won’t tell you who is biggest, but it will tell you everything every thing else you need to know: http://www.mobithinking.com/mobile-ad-network-guide
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