©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Companies will spend more than one in five U.S. ad dollars this year to purchase display ads in Facebook, displacing Yahoo for the first time as the No. 1 revenue-generating site. David Hallerman, eMarketer principal analyst, estimates that display ad revenue for the social network will rise 80.9% to $2.19 billion this year. Facebook’s ability to capture 21.6% of all U.S. display ad dollars takes the No. 1 space traditionally held by Yahoo, which should still see 16.4% growth in display ad sales this year and 16.3% in 2012.
Google will rise from 12.6% growth this year to 16.7% in 2012, according to eMarketer estimates. AOL will lose share of revenue, dropping from 4.4% in 2011 to 3.7% in 2012. Google will also increase market share this year by nearly 4% to 75.2%, followed by Microsoft at 10.8% to 11.1%. Yahoo will decline from 8.1% to 6.5%, and AOL from 1.9% to 1.5%, respectively.