Facebook, Twitter to Claim a Third of Display Ads in Two Years

Social networks are fast displacing search engines as the top players in display advertising, with Facebook and Twitter on course to dominate Google and Yahoo in the space by 2017.

A new forecast from eMarketer sees the two leading social networks claiming some $14 billion in display ad spending in two years, or nearly 34% of the estimated $37 billion category. Facebook will account for the major portion of those sales, booking $10 billion to Twitter’s $4 billion. eMarketer sees Facebook display revenues almost doubling Google’s in 2015, $6.8 billion to $3.5 billion.

Twitter looks to pass Yahoo in display revenue for the first time this year by a slim margin of $1.34 billion to $1.23 billion. Though Yahoo figures to register growth in the segment for the first time since eMarketer began tracking it in 2009, its share will decline from 7.2% in 2013 to 4.6% in 2015. Google’s share is forecasted to drop from 13.7% last year to 11.1% in 2017.

eMarketer’s display forecast notes that both Facebook’s and Twitter’s gains come thanks to the mobile revolution. In 2015, mobile display spending will surpass desktop for the first time—$14.7 billion to $12.4 billion.

Source: eMarketer

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