New report says that Google and Yahoo loose ground fast in digital display market to social media networks.
Marketers will spend $27.05 billion on 2015 according to a new report by eMarketer. A growing amount of the spending goes to Facebook and Twitter. By 2017 Facebook and Twitter together will account for 33.7% of the market, up from 30.2% this year.
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The Facebook share in digital advertising is seen to reach $6.82 billion. Facebook continues to hold the #1 position keeping Google locked in second place. eMarketer's numbers say that Twitter will take over the third spot and pushes Yahoo! down to fourth. Twitter will take 5.0% share, increasing its digital display ad revenues to $1.34 billion. By 2017, Facebook’s portion will continue to creep upward, reaching 26.9%, and Twitter will take 6.8%.
The new digital advertising report sees Google to maintain the second spot behind Facebook in the next years with slight declines. Google's digital advertising share will dip from 13.7% in 2014 to 13.0% this year, and will drop down to 11.1% by 2017.
The growth of advertising in the social media companies is driven by mobile. For the first time in 2015, mobile will surpass desktop in display ad spending in the US, increasing from $9.65 billion in 2014 to $14.67 billion. Meanwhile, desktop display ad spend will decline in 2015, falling to $12.38 billion, from $12.56 billion last year.
In 2015 Facebook will approach $5 billion in US mobile ad revenues alone, all of which appear in display formats. Almost 90% of Twitter’s US ad revenues will come from mobile devices this year, totaling over $1.19 billion, also all in display formats.
By 2017, Facebook’s US mobile ad revenues will grow more than 50% from this year, totaling about $7.53 billion, and Twitter will nearly double its US mobile ad revenues to $2.29 billion, closing in on Google in the mobile display category.
The forecast of eMarketer is not including any new entries into the market and change in advertising technology.
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