Google's share will increase from 48.6 percent last year, before it bought mobile-ad network AdMob, IDC says. AdMob, which had an 8.4 percent share in 2009, was bought by Google in May. Apple may finish with less than 10 percent, IDC says.
None of that likely is as significant as a separate projection by BIA/Kelsey that U.S. mobile local advertising revenues will grow from $213 million in 2009 to $2.03 billion in 2014. That's about a 57 percent compount annual rate of growth.
But event that is not the most-significant implication. The eye-popper is that local mobile advertising already represents 44 percent of total U.S. mobile ad revenues in 2009, growing to 69 percent in 2014. Basically, mobile advertising, in 2014, is going to be dominated by various forms of local advertising, using the location features of mobile devices to target messages to end users in various ways.
See more on the shape of the mobile marketing market here: Mobile Marketing and Technology
Read more about mobile ad share here: Google Gains Market Share in U.S. Mobile Ads - BusinessWeek
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