According to eMarketer report cited in the Wall Street Journal, the mobile revolution will be a lift for Facebook.  Companies pioneering this effort like Millennial Media , Apple, and Google Admob will contribute to this new mobile platform trend.

Despite worries about Facbeook’s ability to make money from mobile devices, new research predicts the social network’s U.S. mobile-advertising revenue will quintuple next year, catapulting it into the top ranks of the mobile-ad business, behind market leader Google.

“We play a vital role in allowing developers and publishers to monetize their users and thrive in the growing mobile space,” said Paul Palmieri, chief executive of Millennial Media.

“We’re seeing mobile and tablets drive strong results for advertisers in both brand building and direct response, and this is accelerating as marketers get more sophisticated in engaging the mobile user,” said Jason Spero, Google’s head of global mobile sales and strategy.

 A New Modern Era In Mobile Advertising – Not Display but Apps

Millennial Media recently over took Apple in mobile sales to be the #2 player in the mobile ad market and the #1 independent mobile ad player.   As the mobile market continues to surge I expect new business models around location and contextual applications which will propel Millennial and Facebook value.  Specifically the application platforms will be more of a driver for new revenue than display advertising.

As SiliconANGLE pointed out in 2009 we are seeing a full on transformation from the old Internet to the new cloud, mobile, and social Internet.  Many are questioning the value of this new world.  Even this week journalists were questioning if Twitter or Facebook would be around in the future.

The massive shift that we are seeing to cloud, mobile, and social will allow market leaders to quickly move to new positions in the marketplace.  Facebook and Millennial are perfectly positioned to take advantage of this under-forecasted and mis-understood mega trend.