The growing power of the great duopoly of the online advertising industry made up of Google and Facebook generates uncertainty for marketers around the world, as reflected in a new survey conducted by Marine Software last April to more than 500 advertising professionals from around the world, and .
Google and Facebook’s advertising dominance worries advertisers
Among the most outstanding results of the survey is the fact that for 42% of professionals in the sector, the growing dominance of Google and Facebook is one of the industry trends that will most impact your business this year.
In fact, the anxiety that Google and Facebook arouse among marketers globally is so great that this concern outweighed other advertising industry trendssuch as the rise of Amazon (33%), aspects related to the privacy, tracking and adblocking (33%) and the disruption caused by home personal assistantssuch as Amazon Echo and Google Home (33%) .
The power of the Google-Facebook duopoly, in figures
The funny thing is that, in reality, the Google and Facebook duopoly has slightly reduced its power lately. It is true that Google dominates search budgets, while Facebook is the leader in ads in , which explains the constant concern of marketers that their sector is totally dominated by these two companies.
However, eMarketer estimates that Google and Facebook They will manage to capture a combined 56.8% of the investment in digital advertising in the United States this 2018compared to 58.5% they obtained last year, a decrease of almost two points.
A domain that Google and Facebook have maintained for many years. A detailed in December 2016 that both digital platforms led by far the shares of digital advertising, which at that time combined 57.6% of the digital market around the world.
Constant innovation and renewal: keys to the success of advertising
In 2015 Google and Facebook shared approximately 60 cents of every dollar spent on digital adsand while the internet giant enjoyed more experience and time in the online advertising business, Facebook increased its online revenue exponentially, a surprising increase in 59% during 2015, which continued to increase.
They have achieved this due to the constant innovation and renewal of your advertising formats as well as the expansion of its offer, and while they were optimizing their offer, they have also stood out for including .
But while ad space on Facebook is getting scarceralso the controversy about as well as the use of user data, including the aforementioned case of , have reduced trust in Google and Facebook.
In the meantime eMarketer forecasts Amazon ad revenue to grow 63.5% this yearIn addition to surprisingly Snapchat advertising revenue will do so by 81.7%. And while Amazon and Snapchat are still nowhere near competing against the Google and Facebook ad duopoly as it’s still less than 4% today, their growth will be worth keeping an eye on in the coming months.
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