NEW YORK, NY -- (Marketwire) -- 01/17/13 -- The boom in smartphone and tablet demand has shifted the advertising market's focus to digital. Research firm eMarketer recently reported that global digital advertising spending topped the $100 billion mark in 2012. Research Driven Investing examines investing opportunities in the Social Media Industry and provides equity research on Facebook Inc. (NASDAQ: FB) and Zynga Inc. (NASDAQ: ZNGA).
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eMarketer projects digital ad spending to increase another 15.1 percent in 2013 for a total of $118.4 billion. That number represents a 21.7 percent share of advertising spending across all media in 2013, and by 2016 it is expected to surpass 25 percent. At the end of last year North America accounted for 39 percent of all digital ad spending.
"As consumer behaviour and time spent online rapidly shifts towards mobile, we expect advertising dollars to follow," said JP Morgan analyst Doug Anmuth. Social media is a "key driver of brand advertiser spend due to its large reach and highly targetable user base," added Anmuth.
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Facebook recently unveiled Graph Search, which allows users to sear for information friends have shared through Facebook. "We believe this could be Facebook's next billion dollar opportunity, greatly expanding the company's addressable market," said Youssef Squali at Cantor Fitzgerald. "This service will leverage the incredible amount of unstructured social data the company has to extract answers to questions about people, photos, places, and interests."
Research firm Envision IP recently reported that Zynga has increased its patent portfolio from just 1 patent and 9 pending to roughly 89 patents and 36 pending in just one year. A large portion of their patents, which were acquired from Walker Digital, LLC, are related to casino gaming and gambling technologies. The company just last month filed an application for a gaming license with the Nevada Gaming Control Board.
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