Facebook’s increased focus on ad agencies this year will be a resounding success, if eMarketer’s new report holds true. The research company today said Facebook will be the No. 1 seller of online display ads in 2011, totaling $2.19 billion in revenue.
The big number represents 81 percent growth over 2010, the report says. Facebook’s growth appears to be slowing though, as eMarketer states the social site had experienced triple-digit display ad sales growth in both 2009 and 2010.
Next year, the researcher forecasts that Facebook display ads will jump by 31 percent.
Facebook’s courting of the ad agency world appears to be paying dividends. In April, the social site launched Facebook Studio, an online platform where agencies are encouraged to share Facebook case studies and campaign creative. In May, the Palo Alto, CA-based firm gave a presentation at the One Show/Creative unConference in New York. Attending were industry names Ogilvy & Mather, JWT, Crispin Porter + Bogusky, and Digitas.
During 2011, eMarketer estimates Facebook will account for 18 percent of the industry’s display revenue, while Yahoo will garner 13 percent and Google, 12 percent.
The display market as a whole, eMarketer says, will increase by roughly 25 percent, boosting sales for Google, Yahoo, AOL, and Microsoft as well.
New York-based eMarketer crunches an assortment of numbers to come up with its estimates. In an email exchange with ClickZ News, the research company said it utilizes corporate quarterly earnings and gathers data from firms like Kantar, Manga, Zenith Optimedia, IDC, and PricewaterhouseCoopers. It also uses government and historical data to arrive at its forecasts.
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