MUMBAI: A recent study conducted by eMarketer has revealed that the mobile ad spending in US is expected to near $9.6 billion in 2013 and account for a whopping 22.5 per cent of all digital ad investments.

The report also highlights that both Facebook and Google are major drivers and recipients of this growing market, domestically and internationally.

“The rapid growth of mobile ad revenues at Facebook has helped make the social network the second-largest digital ad seller in the US, behind only Google. This year, Facebook will take in 7.4 per cent of net US digital ad dollars, or $3.17 billion, while Google will account for nearly four in 10, or $17.00 billion,” reveals the eMarketer study.

eMarketer had previously forecast that Facebook would remain slightly behind Yahoo! this year. “But the strength of Facebook’s mobile business has pushed the social network past Yahoo!, whose share is now expected to decline to 5.8 per cent in 2013, from 6.8 per cent last year,” says eMarketer in its report.

The study reveals that even on a worldwide basis, Google and Facebook will be the top two ad publishers, with 31.91 per cent and 5.64 per cent of the market this year, respectively.

eMarketer has also found that both Google and Facebook have grabbed the greatest shares of net US mobile ad revenues, with Facebook jumping from 9 per cent to 16 per cent between 2012 and 2013.

“Globally, Google dominates the mobile ad landscape, with a 48.76 per cent market share,” eMarketer estimates. “Facebook has seen its share of global mobile revenues explode this past year, growing from 5.34 per cent in 2012 to 16.91 per cent in 2013.”