Digital MarketingDisplay AdvertisingU.S. Digital Display Ad Spend Shifting Toward Facebook and Twitter

U.S. Digital Display Ad Spend Shifting Toward Facebook and Twitter

New research from eMarketer shows that Facebook and Twitter together will account for approximately 34 percent of U.S. digital display ad revenues by 2017, while Google and Yahoo’s share will decline.

Facebook and Twitter combined will represent approximately one-third (34 percent) of U.S. digital display ad revenues by 2017, while Google and Yahoo’s share will dip, according to eMarketer. The shifting numbers show that marketers are putting more of their ad spend toward the social networks, perhaps in an effort to reach much-desired younger demographics.

The new research predicts that U.S. digital display ad expenditure will reach $37.36 billion in 2017, up nearly 38 percent from 2015. Facebook will take around 27 percent of the pool, compared to 25.2 percent in 2015.

Meanwhile, Twitter will surpass Yahoo in total U.S. digital display ad revenues for the first time in 2015, and its market share will increase from 5 percent to 6.8 percent in 2017, reaching $2.54 billion, estimates eMarketer.

emarketer-usdigitaldisplayadspend-2017

But while Facebook and Twitter are seeing a robust growth in display advertising, Google and Yahoo are falling behind.

Throughout the forecast period, Google will maintain the second place behind Facebook, but its market share will drop from 13 percent this year to 11 percent in 2017. During the same period, Yahoo’s share will decline from 4.6 percent to 3.5 percent, according to the research.

Both Facebook’s and Twitter’s gains are driven by mobile, says eMarketer. The company projects that for the first time this year, mobile ($14.67 billion) will surpass desktop ($12.38 billion) in U.S. digital display ad expenditure.

And by 2017, according to the research, Facebook’s U.S. mobile ad revenues will reach around $7.53 billion, a more than 50 percent jump from this year. By then, Twitter and Google will be neck and neck, as the social platform’s U.S. mobile ad revenues will double, reaching $2.29 billion.

Related Articles

A guide to five Facebook ad types that will reach your marketing objectives

Display Advertising A guide to five Facebook ad types that will reach your marketing objectives

3m Tereza Litsa
The CMO's guide to the new IAB Standard Ad Unit Portfolio

Display Advertising The CMO's guide to the new IAB Standard Ad Unit Portfolio

4m Al Roberts
How the whitelisting trend could impact the digital ad market

Digital Advertising How the whitelisting trend could impact the digital ad market

7m Al Roberts
Facebook Advanced Measurement will let advertisers compare Facebook ad performance

Display Advertising Facebook Advanced Measurement will let advertisers compare Facebook ad performance

9m Al Roberts
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

10m Al Roberts
How to use Facebook mobile ads as an "interest indicator" to drive conversions

Display Advertising How to use Facebook mobile ads as an "interest indicator" to drive conversions

7m Sana Ansari
The evolution of display: How is advertisers' use of display advertising changing?

Ad Industry Metrics The evolution of display: How is advertisers' use of display advertising changing?

8m Rebecca Sentance
Optimizing Facebook ads for success and better ROI in 2017

Display Advertising Optimizing Facebook ads for success and better ROI in 2017

8m Eimantas Balciunas