Retailers will lead the way in mobile-ad spending this year, comprising nearly one-fourth of the $28.7 billion projected to be spent on the platform, according to eMarketer. Retailers will also account for a quarter of the nearly $15 billion programmatic market.
Facebook reported 53% higher sales and a profit of $333 million in the second quarter, with mobile-ad revenue accounting for 41% of its total advertising business. Mobile's increased share of revenue -- up from 30% of the total in the first quarter -- was driven by the introduction of new products and models; CEO Mark Zuckerberg added that mobile revenue will soon surpass desktop. Bloomberg Industries analyst Paul Sweeney called the second-quarter report "the blowout quarter that Facebook bulls have been waiting for."
Nielsen will begin gauging the effect of mobile ads with the Nielsen Mobile Brand Effect product, which weighs consumer sentiment toward in-application ads. The tool is already in use by analytics firm Flurry, ad network YuMe and gaming company Zynga.
Leveraging its position as owner of the fourth-most-visited smartphone properties, Amazon might become a formidable rival to Apple in the mobile-ad market. Amazon has hired Microsoft's Jamie Wells to build a mobile-ad sales team and is rumored to be talking to mobile-ad network partners such as Jumptap. More important, Amazon builds and sells its own mobile platform: It has sold 5.5 million tablets since the holiday debut of the Kindle Fire, according to IDC.
Consumers in five countries, including the U.S., now turn to smartphone browsers more often than feature phones or PCs to access the Internet, according to a pair of Google surveys aimed at backing Google's mobile-advertising business. In the U.S., slightly more than two-thirds of smartphone owners go online daily using their phones.