Millennials Acquistion in Context

Following Millennial Medias acquisition of Jumptap earlier this week, research firm eMarketer has shared data contextualising Millennials place in the wider mobile advertising market.

Globally, the company currently accounts for less than one per cent share of mobile ad revenues. By comparison, Google accounts for 55 per cent.

Looking at the US, specifically, Millennials market share is expected to fall to 1.2 per cent in 2013, down from 1.4 per cent last year. Its worth noting, however, that this doesnt mean its earnings will be dropping – quite the opposite in fact, given that mobile ad spend in the US is expected to grow 75% to $7.7bn (£4.9bn).

Whats pushing Millennials share down, according to eMarketer, is the rapid growth of Facebook – which is forecast to hold a 14.9 per cent share this share, up from nine per cent last year – and Google – with a share of 52.1 per cent, up from 49.8 per cent.

This is especially pronounced when looking at mobile display advertising specifically. Facebook is expected to achieve a 33.7 per cent share this year, up from 21 per cent, while Millennials has a forecast share of 2.8 per cent, down from 3.3 per cent.