eMarketerexpects Google to take home $2.31 billion in US display ad revenues this year, up 38.5% from $1.67 billion in 2011. Facebook will earn $2.16 billion in US display ad revenues this year, up 24.4% from $1.73 billion last year. Yahoo! - the longtime leader before Facebook topped it last year - will see its share fall further.
This year, the overall US display ad market will grow 21.5% to $14.98 billion from $12.33 billion in 2011, eMarketer estimates, driven by the expansion of both Google and Facebook as advertising platforms; the continued health of banner spending due to the expansion of inventory, aided by mobile growth; and increased spending on digital video advertising, especially YouTube.
Combined, Google and Facebook will represent just below 30% of total display ad revenues by the end of 2012. Yahoo will account for 9.3% of total display ad revenues this year, while Microsoft and AOL will each make up less than 5% of the total, eMarketer estimates. These three companies will decrease in share as Google and Facebook expand.