The online advertising market in the U.S. this year will be worth $37.31 dollars, an increase of 16.6%, compared to 2011. And, the pace of double-digit growth will continue until 2014.
The facts are processed by eMarketer on the basis of data published by IAB and PricewaterhouseCoopers on the progress of collection in the first six months of the year, which show that investments in the digital environment have now reached a level of maturity.
The report shows that the market is largely in the hands of the big players — adding the collection of Google, Yahoo!, Microsoft, Facebook and AOL will get to $23.9 billion, or two-thirds of the total digital advertisements.
Google, this year, will generate revenues of $2.3 billion from display ads. This represents an increase of 38.5% over the previous year and a total market share of 15.4%. Facebook has indeed raised over the same period, with sales of $2.16 billion, an annual growth of 24.4% and a market share of 14.4%. Yahoo! has just 9.3% of the pie (in 2010, it was holding a 14% share) in third place.
Google alone accounts for 41.3% of U.S. advertising sales in 2012, with a collection of $15.41 billion, despite a growth slightly lower than expected in the first half of the year. Google’s growth, however, will be equal to 20% in 2012 and will remain in double digits until 2016, according to estimates by eMarketer.
Just for a comparison, in 2014, advertising spending on Google will amount to $29 million, while Yahoo!, Microsoft and Facebook will have to settle for a little more than $3 million apiece.
A fact that underlines how the search will continue to be the most popular digital advertising format, although its market share starts to decline this year in the face of growing rich media, sponsorships and video and display ads, which includes the classic banner, that will rise from 40.2% of the total market for online advertising in 2012 to 45.6% in 2016.
In a statement, Google Vice President Neal Mohan said, “We’re seeing strong growth in our brand business. Measurement and creative formats are top of mind for clients these days.”
According to eMarketer, Google will extend its lead further in the future, and, in two years, occupying 21.2% of the display market, while Facebook will rise to 15.5%.
The online market research is based on the expansion of Google’s and Facebook’s advertising platforms, the good performance of banner ads, the steep growth in the mobile sector and the increasing corporate investments in digital video advertising, particularly on YouTube. Market researcher eMarketer explains the success with the strength of the Google advertising network and the popularity of YouTube video ads and mobile ads on AdMob.