The market as a whole for online display advertising will grow by 21.5% according to emarketer, due to inventory growth despite there being downward pressure on banner ad pricing as with all advertising space in 2012 as the worldwide economy suffers.
Brisbane, Queensland, Australia (PRWEB) September 25, 2012
In an analysis of the US display advertising market produced by emarketer last week, Google overtook Facebook in terms of projected digital display ad revenues for 2012. Last year Facebook held a slightly bigger market share but Google's projected display ad revenue growth of 38.5% from $1.67 billion to $2.31 billion allows it to return to the number 1 spot that it last held in 2010.
Both Google and Facebook have substantial projected growth for 2012 mainly at the cost of Yahoo!,Microsoft and AOL,all of whom will lose market share this year according to emarketer. The market as a whole for online display advertising will grow by 21.5% according to emarketer, due to inventory growth despite there being downward pressure on banner ad pricing as with all advertising space in 2012 as the worldwide economy suffers.
David Twigg of OMC,Australian based Online Marketing Specialists, says "Google's display network and YouTube Pay Per View Advertising have expanded a lot and they have been the biggest winners from Mobile as they figured out the best way to monetize it. Facebook are still struggling to monetize Mobile, that will be the main reason why emarketer project the gap between Google and Facebook growing over the next 2 years." Emarketer say that by 2014 Google will command a significant market share advantage over it's rival,projecting Google at a 21.2% market share and Facebook at 15.5%.
The sources for emarketer's projections include each company's own projections as well as figures from other research companies.
Twigg says "Adwords Display Retargeting or Remarketing must also be a major factor in sustaining Google's dominance. Their display network allows an advertiser to show their ad only to browsers who have already been to a particular part of their website and hence have a cookie installed in their browser.This allows a real branding exercise that would be beyond the affordability of most SME's with other media. Also Google's display network offers far less interruptive advertising compared to Facebook's platform."
Emarketer projects the total display ad market to be $20.49 billion in the USA by 2014 compared to $14.98 billion in 2012.
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