Forecast: Google To Have Nearly 80% Of US Search Revenues In 2012

There are a couple of new search and display ad forecasts out from eMarketer. They run through next year with Google increasing its dominance of search advertising, while Facebook steals the top slot from Yahoo in display.

The firm sees Google US search ad revenues opening up a bigger lead despite Bing’s gains among consumers. However eMarketer says that Microsoft will pass Yahoo in terms of search revenues this year, with Bing controlling 8 percent and Yahoo 7.9 percent of paid-search revenues in 2011.

In total eMarketer says that search revenues in the US will reach $14.4 billion this year and $17 billion next year, with Google capturing nearly 80 percent of that revenue in 2012. However, on a percentage basis, Microsoft’s growth outpaces Google’s or Yahoo’s. Below are eMarketer’s actual dollar projections.

Facebook will take over the top revenue spot in display this year according to eMarketer. Facebook already serves more display impressions than any other site in the US market. However, eMarketer sees Google nipping at Yahoo’s heels next year. The firm says that Google will control 12.3 percent of display revenues vs. Yahoo’s 12.5 percent in 2012.

Display is a major growth opportunity and area of focus for Google. And the company has increased its focus and acquisitions on that side of the house. Recently Google display chief Neal Mohan boldly asserted that display could ultimately be a $200 billion global business.

Display revenues at Facebook, Yahoo and Google will total $2.87, $1.85 and $1.82 billion respectively in 2012, according to eMarketer.

On a percentage basis, Facebook’s segment-leading growth gives way to Google next year.

The forecasts above exclude mobile advertising, where Google leads by a much wider margin in both paid search and display ad revenues.

Related Topics: Channel: Strategy | Stats: Size | Stats: Spend Projections


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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