Research firm IDC has come out with new mobile advertising market share projections for the end of 2010 which peg Google as the clear-cut leader with a nearly 60% share. For Apple’s iAd, IDC has dramatically lowered its expectations, indicating it will only garner roughly 8.4% of the market for 2010.
This is interesting considering that an earlier report from IDC had projected that Apple and Google would finish the year neck-and-neck, with each holding about 21% of the market. The sudden change appears to come not from Apple grossly underperforming earlier expectations but from IDC, but rather grossly underestimating the total size of the U.S. mobile advertising market, and Google’s share of it. An earlier report had cited a total market size of under $250 million for 2009, while the new report claims that 2009 saw a market of $368 million.
At 8.4% market share, iAd still holds the number two spot within the mobile advertising industry. While reduced projections might indicate slow growth compared to Google and some other platforms, Apple’s global roll-out of iAd over the coming year should sway the numbers in their favor by this time next year.