Revenue from search makes up almost half of the $800 million (£494 million) mobile online marketing services sector in the US.
This is according to a new study by research company mobileSQUARED, which also expects the market for mobile ads to grow to more than $5 billion in the next five years.
The research found that over 49 million mobile customers in the US had engaged with advertising, with a quarter of those saying they had purchased an item after clicking on an ad.
Search was where resources were focused, with 46 per cent of mobile advertising expenditure aimed at the area, with just two per cent of revenue coming from apps.
Commenting on the report for Econsultancy, Tameka Kee said the growth of the industry means "choosing the right mix of networks and ad networks has become a daunting task", but did present an opportunity for optimisation firms to gain market share.
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