--- title: "Facebook Challenges Google's Lead in Mobile Advertising" locale: "en" language: "en-HK" published: "2016-12-19T14:17:19+08:00" updated: "2026-03-17T23:04:56.936Z" canonical: "https://accordhk.com/blog/facebook-challenges-google-s-lead-in-mobile-advertising-201" --- # Facebook Challenges Google's Lead in Mobile Advertising Facebook's rising mobile advertising share is challenging Google's lead. The article compares their targeting methods, their value to businesses and Google's shopping and app trial features. ## In brief Facebook could catch up with Google in mobile advertising, but the article sees both as valuable for different goals: Facebook builds awareness, while Google connects businesses with consumers who are actively searching. eMarketer projected Facebook's share would reach 20% in 2017, while Google's could fall to 31.7%. The leader in the mobile advertising market, [Google(GOOG-US)](), is facing a serious challenge from social network [Facebook(FB-US)](). Data shows that Google's share of the global mobile advertising market has fallen from 52.3% in 2012 to 33.7%, while Facebook's has climbed from 5.3% in 2012 to 17.4%. Facebook's advertising unit prices have also continued to rise, while Google's have continued to fall. Although some analysts suggest that the two can complement each other, advertising has always been a zero-sum game. Assuming budgets are fixed, one platform's gain is the other's loss. Could Google eventually have to relinquish its leading position? According to data from research firm eMarketer, Facebook's share of the mobile advertising market will reach 20% in 2017, while Google's could shrink further to 31.7%. Looking first at their selling points, both platforms attract clients primarily by collecting [big data]() for precisely targeted marketing. Google targets users based on their search histories, map routes and even the people they correspond with through Gmail. Facebook recommends advertising content based on users' personal information, the content they like and their interactions with friends. The difference is that “Google Search lets consumers with purchase intent find you, while Facebook lets you find the consumers you want to reach.” Experts assessing the marketing battle between Facebook and Google believe that the two are currently evenly matched, with the choice depending on what a business wants to achieve. In the longer term, Facebook has a chance of catching up with Google. In recent years, many brands have been investing in [Facebook marketing](). With so many people absorbed in their smartphones, brands value its broad audience reach and sharing features, which help attract considerable attention. However, Google remains an [important marketing channel]() for many small and medium-sized businesses, as its search engine can still generate business directly. Its importance is currently considered roughly equal to Facebook's. As Facebook introduces more marketing features, it could eventually catch up with Google's market share. Facebook and Google can serve different purposes. Facebook can successfully attract a great deal of attention and is highly effective at raising product or brand awareness. For demand-driven businesses such as travel websites, however, Google's [search engine]() plays a greater role. Google is currently an important way for people to find information, whereas Facebook is a social media platform with much weaker search capabilities. Google is better able to collect big data than Facebook, and excessive advertising on Facebook can also become irritating. The industry is also willing to devote more resources to creating advertising content, including using social media and producing short videos, attractive posts and appealing images. People are now bombarded daily with information from different media, making marketing increasingly difficult. Some research suggests that an audience member needs to encounter advertisements across around 6 to 8 different media before making a purchase decision. Google also introduced a “buy with one click” feature last year. Since Google accounts already link credit cards, user addresses, delivery methods and other details, transactions can be completed without entering additional information. Google also developed a “[Trial Run Ads]()” feature for app companies, allowing consumers to try an app directly for 60 seconds before deciding whether to download it. http://times.hinet.net/news/19818767 ## Frequently asked questions ### Why was Facebook challenging Google's lead in mobile advertising? The article reports that Google's global mobile advertising share had fallen from 52.3% in 2012 to 33.7%, while Facebook's had risen from 5.3% to 17.4%. Facebook's advertising unit prices were also rising while Google's were falling. ### How do Google and Facebook target advertising differently? Google uses information such as search histories, map routes and Gmail correspondents, while Facebook uses personal information, likes and interactions with friends. The article describes Google as helping consumers with purchase intent find businesses, and Facebook as helping businesses find their intended consumers. ### Which platform does the article consider better for brand awareness? The article considers Facebook highly effective at attracting attention and raising product or brand awareness. It says Google's search engine plays a greater role for demand-driven businesses such as travel websites. ### What shopping and app advertising features does the article describe? It says Google introduced a one-click buying feature the previous year, allowing transactions without additional data entry because account details were already linked. It also describes Trial Run Ads, which let consumers try an app for 60 seconds before deciding whether to download it.