Throughout 2012, we’re beefing up our editorial pipeline to get more reports out, on a more frequent basis. This is especially true in mobile, where there is such a great deal of activity and data coming out of the quickly growing space.

It’s also a New Year’s resolution of sorts to do a better job summarizing these reports here on our blog. With that backdrop, this week’s report from the Mobile Local Media camp looks at Google’s estimated and projected mobile ad revenues.

Because Google has such a large and influential share of the U.S. mobile ad market, its revenues are a key input in the market forecasting models we employ (further described in this report and here). This report looks at a few estimates.

It’s a valuable exercise in the run-up to our next mobile market forecast, which will publish in March and begin work over the next few weeks. Meanwhile, BIA/Kelsey clients can check out this shorter report by logging in to access it.

The report summary is below.

In early March BIA/Kelsey’s will publish its next U.S. mobile ad forecast, projecting revenues through 2016. Because Google is such a large and influential player in mobile advertising, this document examines the company’s past and estimated future mobile revenues, including projections made by others. Leading up to our own forecasting process, this will be a key piece of the puzzle.

Key Takeaways

● Google’s roughly 60 percent share of U.S. mobile advertising makes its periodic revenue disclosures important in sizing and forecasting the market.
● The company’s $2.5 billion revenue run rate announced in September lines up with BIA/Kelsey�s mobile forecast, and its growth rate will be a key input for our next forecast to be published in March.
● Additional market sizing and forecasting methodology are examined in this document.

Who Should Read This Advisory?

● Senior leaders interested in sizing the opportunity in mobile advertising
● Mobile developers and publishers looking to monetize their products through ad support
● Anyone interested in the trends and direction of mobile communications and advertising

More to come.