As eMarketer projects digital ad spend/revenue for the next few years, Facebook and Google look to hold onto their top ranks. Ad spend in the United States looks to grow by 15.9% equaling $83 billion in revenue. Both Facebook and Google look to increase their ad share percentages by 32.1 percent and 14.8 percent respectively.
Overall, Google wins the gold by owning 40.7 percent of the US digital ad market with Facebook settling for silver with 19.7 percent. However, when that’s broken down by search and display the tables turn just a bit.
Google still takes home the prize when it comes to search with an estimated $28.5 billion in ad revenue for 2017 (77.8%), but Facebook comes in on top when we’re talking about display. Facebook brings in $16.3 billion in US digital display ad dollars making up 39.1 percent of the market. Both Google’s search and Facebook’s display revenues are expected to continue growing through 2019.
When looking at mobile, the two digital powerhouses combined accumulate for 57 percent of mobile spend with Google acquiring 32.4 percent and Facebook earning 24.6 percent.
The below chart shows multiple digital providers and their ad share percentage projections through 2019 while focusing specifically on digital mobile ad revenue.
Snap Inc., the inventors of Snapchat, is expected to see the most dramatic increase over the next few years. However, their share is still small and far from the dominating digital forces.
Other platforms like Twitter, Yahoo, and Yellow Pages are expected to decline in the near future.