eMarketer: Google and Facebook will account for 56.8% of US online advertising revenue in 2018

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Google and Facebook control most of the online advertising market in the United States, but their competitors are beginning to rise.

eMarketer predicts that the two companies will account for 56.8% of U.S. online advertising revenue in 2018, down from 58.5% last year. Amazon and Snapchat are growing faster than expected.

Google and Facebook are expected to account for 48% of new online ad spending in 2018, a significant drop from 2016 (73%).

Facebook and Instagram

In 2018, Facebook's US online advertising revenue was $21 billion, a year-on-year increase of 16.9%. However, its share of the US online advertising market will drop from 19.9% ​​last year to 19.6%.

In 2018, Facebook's Instagram will attract $5.48 billion in advertising revenue, accounting for about 5% of the US online advertising market.

Its share of the US mobile advertising market will reach 7.3%, accounting for a quarter of Facebook's US mobile revenue (28.2%).

Google

This year, Google's U.S. online advertising revenue will reach $39.92 billion, a year-on-year increase of 14.5%. Although Google still dominates the U.S. online advertising market, its share of the U.S. online advertising market has slightly declined, from 38.6% last year to 37.2%.

Amazon

Amazon is gradually emerging from the US online advertising market. This year, Amazon's US advertising revenue will grow by 63.5% to more than $2 billion, driving its US online advertising market share to 2.7%, and it is expected to grow to 4.5% by 2020. One-third of Amazon's advertising revenue in 2018 came from mobile, accounting for 1.3% of the US mobile advertising market.

Snapchat

This year, Snapchat’s U.S. ad revenue will grow 81.7% to surpass $1 billion for the first time. The growth means it will capture 1.0% of the U.S. online ad market, up from 0.6% last year.

Twitter

Twitter's U.S. advertising revenue continues to decline, falling 4.9% in 2018 to $1.12 billion, and its share of the U.S. online advertising market will fall to 1.0%.

199IT.com Originally compiled from: eMarketer. Please do not reprint without authorization