Google's mobile search ad share slips; new video ad services launched

|By:, SA News Editor

eMarketer estimates Google's (GOOG, GOOGL) U.S. mobile search ad sales (boosted by Enhanced Campaigns) rose 82.5% in 2013, and are set to grow 75% in 2014 and 44.1% in 2015. At the same time, Google's share of mobile search ad spend is expected to fall to 64.1% in 2015 from 68.5% last year and 82.8% in 2012.

YELP's share, however, is expected to rise to 1.6% in 2015 from 1% in 2013. 60% of the local reviews leader's searches now come from mobile.

Google's challenge: Web browsing makes up only 14% of U.S. time spent on Android/iOS devices (per Flurry), and many consumers who use Google as their Web navigation hub on PCs will jump straight to apps (such as Yelp's) on phones/tablets.

Google is trying to deal with the issue partly by deep linking - allowing its search engine to index and direct users to content within installed apps.

Meanwhile, AdAge reports Google is working hard to grow its non-YouTube video ad sales. The company has launched a program that allows top Web publishers to automate their video ad sales in exchange for a cut.

eMarketer thinks the U.S. online video ad market grew 43.5% last year to $4.15B, as TV advertisers shift more dollars to the Web.

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