Forecast cuts Snapchat ad growth projections
March 14, 2017
That’s according to the latest digital ad-spending forecast from eMarketer, which says Snapchat’s ad revenue will jump 158 percent this year to $770 million.
That’s down from eMarketer’s previous projection of $800 million. The company says the change is due to higher-than-estimated revenue sharing with partners.
Overall Snapchat will account for just 1.3 percent of U.S. mobile ad spending this year. That number will grow to 2.7 percent in 2019.
Google and Facebook still dominant
Meanwhile, Google and Facebook remain the dominant players in the U.S. digital market. Google will account for nearly 41 percent of the U.S. digital ad market this year, while Facebook will account for 19.7 percent.
Put another way, more than 60 percent of U.S. digital ad revenues will go to either Google or Facebook in 2017.
Not surprisingly, Google rules when it comes to search advertising, while Facebook leads in display ads.
According to eMarketer, Google will account for 77.8 percent of U.S. search ad revenues this year, or $28.55 billion. As a comparison, Microsoft will finish second at $2.79 billion in search ad revenue.
Meanwhile, Facebook will account for 39.1 percent of U.S. digital display ad revenues this year, $16.33 billion. Google will come in second at $5.24 billion, or 12.5 percent of the U.S. display market.
Emarketer says total U.S. digital ad spending will hit $83.0 billion this year.
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