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Facebook to Surpass Yahoo! in Display Ad

Amplify’d from www.emarketer.com

Facebook to Surpass Yahoo! in Display Ad Revenues This Year

More than one in five US display dollars will go to the social network

US Display Ad Revenues at Top 4 Online Ad Selling Companies as a % of US Total Online Display Ad Spending, 2009-2012

For the first time, the largest share of US display ad revenues will go to Facebook, eMarketer estimates. The social network’s 80.9% growth in display ad revenues, to $2.19 billion this year, will mean Facebook sees 21.6% of all US display ad dollars.

That will put it ahead of Yahoo!, where eMarketer estimates display revenues will be up 16%. Yahoo!’s market share will inch up to 16.4%, while display gains at Google push the site’s share of display spending to 12.6%. Meanwhile, AOL will drop from 5.3% of display ad revenues in 2010 to 4.4% this year.

US Search Ad Revenues at Top 4 Search Sites as a % of US Total Search Ad Spending, 2009-2012

“Yahoo!’s US display ad revenues will increase by double digits each year from 2010 through 2012. Despite that, not only will Facebook’s display revenues surpass Yahoo!’s this year, Google’s revenues will exceed Yahoo!’s next year,” said David Hallerman, principal analyst at eMarketer. “What that leapfrogging trend confirms is the strong demand among brand marketers for online display ad placements.”

In the search market, Google will solidify its position as the top site with an increase in market share of nearly 4 percentage points, to 75.2%. eMarketer expects Microsoft, where search revenues will be up 16.4% in 2011, to increase its market share slightly for the next two years, while search revenues at Yahoo! will continue a slow decline, dropping to $1.1 billion this year from $1.28 billion in 2010.

Read more at www.emarketer.com

 

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