As the shift to mobile device usage increases globally by the hour, Facebook and YouTube have emerged as the dominant players in the amount of data traffic used on a handheld device.
With over 32% of data sent to and from the respective platforms via mobile, users are demonstrating that the mobile shift has to be taken seriously by businesses.
Out with the old
With traditional banner advertising rapidly losing its shine in the industry as its revenues fall sharply ,one would assume that the mobile advertising market has taken a significant bite out of banner advertisings share.
Billions of devices
Yet with over 4.8 billion mobile devices in use around the world today it would be expected that this particular digital ad space would be a large, highly competitive and lucrative market.
However, reportedly the market is relatively small and is only bringing in $18bn of the massive $199.8bn global spend on mobile in 2013.
Facebook’s CEO Mark Zuckerberg stated recently that there is a real commitment from Facebook to ensure a stable mobile platform as a priority. The signs of continual growth are very much visible as they aim to capitalise further on the 59% of all AD revenues made in Q1 this year.
Mobile Domination
Domination from Facebook and YouTube will undoubtedly continue on mobile devices, but as with any emerging market, new challenges will have to be faced and overcome to ensure a place at the top table for the long term.
Who will emerge as the dominant force at the end of the year is a tough call to make right now, but the only certainty of the mobile shift is that those brands and business which fail to address or prioritise mobile as their primary means of communication will ultimately fall by the way-side.
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