Google still dominates mobile ads, Facebook gaining share

|About: Facebook (FB)|By:, SA News Editor

eMarketer estimates Google (GOOG) will have a 53.2% 2013 share of global mobile ad sales, up slightly from 2012's 52.4%. Facebook (FB), meanwhile, is expected to nearly triple its share to 15.8%.

Facebook's mobile ad sales surged 75% Q/Q in Q2 to $656M. Google doesn't break out its mobile ad sales (or much else), but did note last October its mobile revenue (ads + Google Play) was on an $8B/year run rate.

eMarketer also estimates Pandora's (P) mobile ad share will slip to 2.37% from 2.71%; on an absolute basis, Pandora's mobile sales have been growing rapidly. Embattled Millennial Media's (MM) share is expected to fall to 0.72% from 0.82%.

Looking at total digital ad sales (PC and mobile), eMarketer predicts Google's share will grow to 32.8% from 31.5%, and Facebook's to 5.4% from 4.1%. In June, the firm forecast mobile ad sales will rise 79% this year to $15.8B.

Meanwhile, App Annie reports Google is seeing the most downloads of any publisher in the iOS App Store (exc. games), outpacing even Apple (#2). But ironically, Google is only #2 on Google Play, trailing Facebook (#5 in the App Store).

Google Maps and YouTube are the two most downloaded apps in the App Store, while the core Facebook app, Messenger, and Instagram are #1, #4, and #6 on Play. Pandora is #1 in terms of monthly App Store revenue (will iTunes Radio change that?), and #4 on Play.