The research house pointed out Google’s “exceptional” mobile advertising performance in mobile search advertising and more reliable market data as the drivers for the rise.
In 2011, eMarketer said Google contributed 51.7 percent of all mobile ad revenues, or $750 million, followed by Millennial, with 6.4 percent share or $92.4 million, and Apple’s iAd, with 6.3 percent or $90.9 million, respectively.
In terms of the mobile search category, Google totally dominated it with about 95 percent share of all revenues.
The mobile display ad market is still fragmented – Google made up 24.8 percent , while Apple’s iAd and Millennial Media came close to each other, with 18 percent and 17.7 percent, respectively. “Other” owned the biggest chunk with 39.6 percent.
eMarketer predicted that in 2012, mobile search spending will double to $1.28 billion, from $652.5 million in the previous year. Display will total $861.7 million, up 93.5 percent from 2011, while video will be up to $151.5 million, with a 122 percent jump from the last year.