The online display advertising market is one of the fastest growing advertising segments, according to a new study by Zenith Optimedia. The current global display advertising market is predicted to reach $25.27 billion this year, with a 36% growth to $34.4 billion in 2013. (If you’re wondering what exactly constitutes an online display ad, check out my article on Online Display Advertising Demystified.) The overall internet advertising market, which also includes paid search and internet classifieds in addition to online display ads, will increase around 31.5% from $72.18 billion in 2011 to $94.97 billion in 2013. Given these numbers, online display advertising makes up about one third of the total online advertising market.
The Big Players in the U.S. Market
According to a recent Reuters article, eMarketer predicts Facebook display advertising revenue will be around $2.2 billion in 2011, giving Facebook 17.7% of the market and replacing Yahoo as the biggest player in the display advertising industry. Yahoo is expected to take in $1.6 billion for 13.1% of the market, with Google taking in $1.15 billion for 9.3% of the market. Microsoft placed fourth with $600 million and 4.9% of the market. AOL placed fifth with $520 million and 4.2% of the market.
Comscore also released an overview of the U.S. online display advertising market for Q1 2011. Rather than focus on revenue, Comscore measured market size by the share of total ad impressions served. Facebook is also the leader on this list, with 346 billion display advertising impressions or 31.2% total share of ad impressions. Yahoo had 112 billion impressions for 10.1% of the market and Microsoft had 53 billion impressions for 4.8% of the market. The other big players were AOL (33 billion imp.), Google Sites (27 billion imp.), Turner Digital (18 billion imp.), Fox Interactive Media (11 billion imp.), Glam Media (10 billion imp.), CBS Interactive (9 billion imp.), and Viacom Digital (9 billion imp.)