Google, Facebook Dominate Digital Ad Revenue
Google will remain the dominant player in worldwide search ad spending this year, earning $47.57 billion in search ad revenue, according to eMarketer.This year, Google will generate $57.80 billion in total digital ad revenue worldwide, an increase of 9 percent over last year, representing 30.9 percent of the total worldwide digital ad market, according to a report from eMarketer. The company will remain the dominant player in worldwide search ad spending, capturing $47.57 billion in search ad revenue in 2016, or 55.2 percent of the search ad market worldwide, the report noted. In 2016, Google will generate $34.11 billion in mobile internet ad revenue worldwide, leading the worldwide mobile ad market with a 33.3 percent share. Facebook is a distant second, with a 17.7 percent share, according to the report. "Mobile technology is changing the game when it comes to ad revenue in very profound ways. Consumers’ consumption of all types of media is increasingly happening in mobile," eMarketer senior forecasting analyst Martín Utreras told eWEEK. "At the same time, the technology is allowing marketers to target consumers in ways that were never possible before. Also, the technology is rapidly creating new behaviors in consumers that provide new opportunities for marketers to engage them—a good example of this is the Pokemon phenomenon."
Utreras also noted eMarketer expects some currency revenue headwinds in the short-term because of Brexit, as the U.K. represents roughly 9 percent of revenue, and Western Europe is also a significant part of Google’s revenue.