Google and Facebook will account for approximately 61% of all online adspend – Report

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An overview of Facebook and Google’s share of global advertising expenditure between 2012 and 2017.

  • Google and Facebook will account for approximately 61% of all online ad spend and a quarter of total media spend this year.
  • Google alone will account for 44% of all online spend, and 18% of total media spend.
  • Equivalent figures for Facebook put the share of online spend at 18%, and 7% of global spend.

Comparison of company revenues with data in WARC’s Adspend Database shows that the duopoly of Google and Facebook will account for approximately 61% of all online advertising expenditure this year, up from 58% in 2016 and 47% in 2012.

As WARC’s November Global Ad Trends Report breaks down, the anticipated $133.2bn in combined revenue will equate to a quarter of all ad spend worldwide in 2017, up from a fifth in 2016 and just 9.4% in 2012.

Google alone is expected to account for some 44% of all online ad spend this year, and 18% of total media spend – almost one in five dollars. Equivalent figures for Facebook put the share of online spend at 18%, and 7% of global spend.

Google’s advertising revenue will outweigh Facebook’s by a factor of around 2.5:1. However, while Google’s revenue growth has been on a par with global internet ad spend growth over recent years, Facebook is expanding at more than twice this rate.

Sourced  from WARC

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