Google tops in online display ads: Study

Google has become the US market leader in online display ads, and now leads all categories for Internet advertising including search and mobile, a market research firm has said.

The firm eMarketer said Google will top the market for online display advertising with $2.31 billion in revenues — 15.4 per cent of the market — in 2012.

Google will thus overtake Facebook in display, after the social network dethroned long-time leader Yahoo! last year, eMarketer said.

The milestone means Google now holds more share than any other company in each of the US search, display and mobile advertising markets.

Google will see a 38 per cent jump in online display ad revenue this year, the report said.

Facebook, the consultancy said, will earn $2.16 billion in US display ad revenues this year, up 24.4 per cent from billion last year. Facebook’s share will be 14.4 per cent.

Yahoo! will see nearly flat revenues for display ads, which will mean its market share will fall to 9.3 per cent this year from 11 per cent last year and 14 per cent in 2010.

The eMarketer estimate said the overall US display ad market will grow 21.5 per cent to $14.98 billion from $12.33 billion in 2011, aided by mobile growth; and increased spending growth on digital video advertising, especially on Google-owned YouTube.

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