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Facebook Tops US Display Advertising Now, But Google Is Poised To Take Over In 2013
Facebook remains the U.S. display advertising revenue leader, but Google could take over the top spot as early as next year. That’s according to new eMarketer projections out today — projections that suggest Google’s effort to expand its revenue base beyond search ads is working.
According to eMarketer, Facebook made $1.73 billion in display revenue in 2011, slightly ahead of Google’s $1.71 billion. On a percentage basis, those two figures represent 14 percent and 13.8 percent, respectively, of overall display ad revenues.
eMarketer expects Facebook to expand its lead slightly in 2012, but pegs Google to overtake Facebook as the display ad leader in 2013. Google’s projected share of overall display revenues is 19.8 percent in 2013 and 21.7 percent in 2014.
As you can see below, eMarketer expects both Yahoo and AOL to see declines in their share of the overall display ad revenue pie.
In a separate report, eMarketer also projects that Facebook’s worldwide ad revenues will eclipse the $5 billion mark this year, pass $6 billion in 2013 and climb above $7 billion in 2014. That estimate for 2014 would be more than double Facebook’s 2011 revenue.
eMarketer says that Facebook will account for 6.5 percent of all online ad spending in the U.S. this year.
Facebook’s reported overall revenue for 2011 was $3.71 billion, of which 85 percent comes from advertising.