Observed Signal · Feb 21, 2019 · Technical Release · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
US Ad Market: Amazon Gains, Facebook and Google Lose Share
The US digital advertising market is forecast to grow in 2019, with eMarketer projecting total digital ad spending to reach $129.34 billion, up 19% year over year and constituting 54.2% of all US ad spend. Traditional channels such as TV, print, and out-of-home are expected to shrink, while Out of Home shows a small growth. Among the major players, Google and Facebook retain dominance but see modest share declines: Google's share falls from 38.2% to 37.2%, while Facebook declines from 21.8% to 21.1%. Amazon emerges as a stronger third force, increasing its share to 8.8% in 2019 (from 6.8% in 2018), with Amazon’s overall US ad business anticipated to grow by more than 50% that year. Microsoft and Verizon also lose share, and Monica Peart, Forecasting Director at eMarketer, notes that Amazon’s access to real-time purchase data via sponsored ads drives its growth.
Significant reshaping of top digital advertising market shares with Amazon gaining and Google/Facebook sharing declining.
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Key Takeaways & Evidence Grounding
- 2019 US digital ad spending forecast: $129.34B, up 19% YoY.
- Digital ad spend to account for 54.2% of total US ad spending in 2019.
- Google's share declines from 38.2% to 37.2%; Facebook's declines from 21.8% to 21.1%.
- Amazon's US digital ad market share rises to 8.8% in 2019 (from 6.8% in 2018).
- Microsoft's share falls to 3.8% (from 4.1%); Verizon falls to 2.9% (from 3.4%).
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