Google and Facebook may be the mobile ad kings in the U.S. market, but number three is still a coveted spot in this increasingly lucrative market – and Yahoo is set to steal it away from Twitter next year, according to a report in AdAge.

  • Yahoo will be the biggest mover up the mobile ad market share charts between now and 2016, according to eMarketer. In 2015 it’s projected to reach 3.74 per cent share and climb to 4.2 per cent by 2016. While Twitter is also continuing to rise – up to 3.8 per cent in 2016 – it will fall behind Yahoo.
  • CEO Marissa Mayer is credited with a mobile-first strategy that is now a $1.2 billion business for Yahoo.
  • Mayer challenged her team to create an ad deployment tool that would be compatible across desktop and mobile in 45 days. They managed to roll it out in 43 days.

Mobile ads are growing but are they working?

Marketers are recognizing that people are spending more time looking at smartphone screens and rightly trying to target them with ads that can be delivered reliably to those devices. But are marketers considering how much engagement or attention these ads actually receive? While these leading ad platforms may be delivering impressions, what is effective on a mobile screen is much different than on a larger monitor. Marketers should seek metrics beyond impressions to ensure they’re getting value for their investment in mobile ads, no matter what platform they use.