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.
