Facebook Displaces Yahoo For Display Ad Revs; Google Keeps Search Lead

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 3/1/11

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.

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