According to the latest eMarketer report on the US digital market, Google will continue to dominate search ads in the US despite the alliance of Microsoft’s Bing and Yahoo. The research firm predicts Google will gobble 75% of the $15 billion U.S. search-ad market, up from 71% last year.
Microsoft will still increase its share of the search market, from 10.2% to 10.8%. Not an enormous gain by any stretch. And it looks like bad news for Yahoo, who will see its share fall from 10.4% last year to 8.1% this year.
Outside of search, the big forecast regards Facebook’s continued rise in the realm of display advertising.
Facebook is predicted to boost its share of the $10.1 billion U.S. display-ad market to 21.6% (from 13.6% in 2010). This will be the result of further, major investment by the world’s biggest brands as the penny finally drops – more Americans are spending more time on Facebook than they are in front of TVs. Display ads include banner, interactive and video ads. Facebook’s total ad revenue should reach $2.2 billion in 2011.
Neal Mohan, Google’s vice president for product management, said the online display category could be worth $100 billion worldwide in a few years and the search giant sees this as an “enormous opportunity”. Its real-time bidding tool to assist advertisers and publishers buy and place display ads will help it bank €1.3 billion in 2011.
The dominant giants of the digital world will continue to dominate and prosper it seems. Google, Yahoo, Facebook, Microsoft and AOL Inc. together will pocket 71.2% of all U.S. online ad spend this year. The market was worth $25.8 billion in 2010 and will rise to $28.5 billion in 2011, says eMarketer.

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