U.S. marketers have boosted their spend on digital advertising by 15.9%, with eMarketer forecasting the total spend will reach $83 billion in 2017.
Google is far and away the king in terms of receiving the bulk of that ad money. According to the report, Google will account for 40.7% of U.S. digital ad revenues this year, and a whopping 78% of U.S. search ad revenues.
“Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions,” said eMarketer forecasting analyst Monica Peart. “Google and mobile search as a whole will continue to benefit from this behavioral shift.”
Facebook, however, is king of display advertising, with eMarketer forecasting the social media company will account for 39.1% of all display ad revenues
Google will maintain its dominance and account for 40.7% of US digital ad revenues in 2017—more than double Facebook’s share.
eMarketer expects Google’s share of the search market to grow 16.1% to $28.55 billion in 2017. The search giant will claim roughly 78% of total US search ad revenues this year.
Peart attributes Facebook display dominance to growing user engagement with video content on the social network.
Are you surprised by these numbers? Do they track with where your organization is investing ad dollars?