eMarketer: Facebook to Surpass Yahoo! in Display Ad Revenues This Year

Advertising, Digital & Media, Marketing

For the first time, the largest share of US display ad revenues will go to Facebook, eMarketer estimates. The social network’s 80.9% growth in display ad revenues, to $2.19 billion this year, will mean Facebook sees 21.6% of all US display ad dollars.

That will put it ahead of Yahoo!, as estimated display revenues will be up 16%. Yahoo!’s market share will inch up to 16.4%, while display gains at Google push the site’s share of display spending to 12.6%.

In the search market, Google will solidify its position as the top site with an increase in market share of nearly 4 percentage points, to 75.2%. On the other hand, Microsoft will have search revenues up 16.4% in 2011 and will increase its market share slightly for the next two years. Meanwhile, Yahoo’s search revenues will continue a slow decline, dropping to $1.1 billion from $1.28 billion in 2010.