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
