More than one in five US display dollars will go to Facebook
According to eMarketer's forecast, the largest share of US display ad revenues this year will go to Facebook. The estimated social network’s growth in display ad revenues will reach $2.19 billion, which means Facebook receiving 21.6% of all US display ad dollars.
That will put it ahead of Yahoo!, where eMarketer estimates display revenues will be up 16%. Yahoo!’s market share will inch up to 16.4%, while display gains at Google push the site’s share of display spending to 12.6%. Meanwhile, AOL will drop from 5.3% of display ad revenues in 2010 to 4.4% this year.
In the search market, Google will solidify its position as the top site with an increase in market share of nearly 4 percentage points, to 75.2%. eMarketer expects Microsoft, where search revenues will be up 16.4% in 2011, to increase its market share slightly for the next two years, while search revenues at Yahoo! will continue a slow decline, dropping to $1.1 billion this year from $1.28 billion in 2010.
Declines will also continue at AOL throughout the forecast period.
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