In the latest outlook on the display advertising market in the US, Twitter and Facebook are poised for growth while the former stalwarts, Google and Yahoo, are expected to see their share slip. Twitter, is poised to surpass Yahoo in US display revenues for the first time this year, according to data released by online research firm eMarketer Thursday.
Facebook’s revenue share is expected to reach 26.9 percent in 2017, up from 23.8 percent in 2014. Twitter’s share is predicted to hit 6.8 percent, up from 3.7 percent in 2014.
In contrast, eMarketer expects Google’s display revenue share to decline from 13.7 percent in 2014 to 11.1 percent in 2017 and Yahoo’s share to fall from 5.5 percent in 2014 to 3.5 percent by 2017.
Both Facebook and Twitter are benefiting as marketers finally start shifting ad budgets to mobile. In Q4 2014, Twitter reported 88 percent of its $432 million in ad revenue came from mobile devices. Facebook reported 69 percent of ad revenue came from mobile in Q4 2014, a year-over-year increase of 16 percent. Both social networks have also been active in extending their ad reach beyond their own platforms to other sites and mobile apps.
It’s worth noting that in December, eMarketer released forecast data on the US mobile advertising market overall. When Yahoo’s search advertising is included in the mix, the data points to Yahoo overtaking Twitter to become the third largest seller of mobile advertising in the United States. Yahoo’s Q4 earnings highlighted the company’s continued challenges in its core display business, with revenues of 6 percent year-over-year. Yahoo’s search business grew with 3 percent for the year.
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