ZenithOptimedia has issued a report that contains both good news and bad news for Google. The good news is: Google controls 44 percent of global online ad revenues. The bad news is: Google controls 44 percent of global online ad revenues.
At a time when Google is defending against antitrust investigations on two continents this news is most unwelcome. The shares of all the other major US internet companies are tiny by comparison, though together with Google they control 61 percent of the world’s digital ad spending.
Overall the internet represents only 16 percent of global ad revenue according to ZenithOptimedia. TV, by comparison, is 40.2 percent of all ad expenditures. Hence Google’s interest in building YouTube into a bona fide TV/cable alternative.
ZenithOptimedia says that globally paid search will represent about 49 percent of all online advertising this year.