Report: YP Fourth Largest Mobile Ad Network Globally

yp logoData aggregator eMarketer has put together a new set of digital and mobile advertising revenue estimates. Perhaps surprising to some will be the fact that YP shows up as the number four network on the global list — meaning that according to eMarketer there are only three other companies in the world with more mobile ad revenue.

Those companies are Google, Facebook and Pandora. IDC had a similar finding: that YP was ahead of everyone other than Google (and Facebook). For unknown reasons, that part of IDC’s recent mobile ad revenue report didn’t get much exposure.

mobile ad revenues

According to the eMarketer estimate, YP had $250 million in mobile ad revenue in 2012 and is expected to have $380 million this year. Actually YP itself said it had $350 million in mobile revenue in 2012.

Because YP doesn’t directly sell mobile advertising at this point these figures reflect impressions, clicks and calls attributed to mobile devices. But that’s also true of mobile ad revenues for Facebook and Twitter in large measure as well.

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Google is by far the dominant mobile advertising company. This year eMarketer says that Google will capture 55% of all mobile ad revenue worldwide. That’s an incredible thing if true. And Enhanced Campaigns will only help further the company’s mobile revenue growth.

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4 Responses to “Report: YP Fourth Largest Mobile Ad Network Globally”

  1. Peniel Cronin says at

    What’s interesting to me is to see the projected growth in mobile ad revenue YOY for Facebook.

  2. Greg Sterling says at

    Yes. Facebook is in a position to simply push more of its ads into the mobile feed and grow revenue accordingly. But Facebook is also emerging as a reliable way for marketers to reach mobile audiences and a key way for app developers to boost visibility.

  3. Report: YP Fourth Largest Mobile Ad Network Globally » Mobile advertising : MobVertising says at

    […] Data aggregator eMarketer has put together a new set of digital and mobile advertising revenue estimates. Perhaps surprising to some will be the fact that YP shows up as the number four network on the global list — meaning that according to eMarketer there are only three other companies in …read more   […]

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  5. Neal says at

    With iRadio coming to a apple devise soon, YP will move up to # 3 pretty soon. I also wonder if there is any double counting in those traffic numbers. If Pandora is part of YP mobile net then will YPs traffic decline with Pandora’s?

  6. Greg says at

    It remains to be seen how successful iRadio is. I don’t get the sense that Google’s streaming music service has any traction (or visibility). The iPhone is different and it will have an audience but the impact on Pandora may not be as great as you anticipate. 

    Re YP advertising in Pandora. xAd delivers ads to Pandora and YP sends some ads to xAd. But it may also be delivering ads directly. The eMarketer analysis doesn’t go down to the impression level. What would be interesting to know is % of revenues coming from YP app vs. third party apps (direct delivery) vs. ad networks (e.g., xAd)

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