eMarketer Data Shows Google and Facebook Share of US Online Ads at 63% (Sep 21, 2017)
A key part of the Advertising Sustainability narrative on the site is the issue of two companies’ dominance of online advertising in the US and to a lesser extent other western markets. New data from eMarketer is a useful checkpoint in measuring that dominance – it says that the two companies will suck up 63% of US online ad spend in 2017, an increase from its earlier forecast of 60%. Microsoft comes in third place way behind the top two, with Verizon in fourth for now and Amazon projected to take its place over the next couple of years. Google and Facebook’s dominance is neither surprise nor mystery at this point – the former has the unique combination of timeliness and relevance that search offers, while the latter has created the most powerful combination of audience and native advertising, dominating their respective categories and leaving the dregs for smaller competitors and less effective forms of advertising. Importantly, though, eMarketer doesn’t see the two companies’ share rising dramatically over the next couple of years – it projects just 68% share in 2019, meaning that other companies will still capture nearly a third of the market, and their dollar share of the total will actually rise since the market is still growing rapidly. eMarketer’s blog post with all the numbers is here.
via Mashable
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