Most noticeably, Facebook, which for the first time last quarter served more ad impressions on mobile devices than on the desktop, experienced a 50.5% increase in US digital display ad revenue last year to Google’s 33.3% growth rate, according to eMarketer.
If eMarketer’s estimations are accurate, Facebook has already pulled ahead of Google in US display ad spend. Although Facebook was nipping at Google’s heels in 2012, totaling $2.18 billion in display ad revenues to Google’s $2.26 billion, the social platform pulled ahead of the search giant last year totaling $3.28 billion in display ad revenue to Google’s $3 billion.
EMarketer includes mobile along with desktop in net digital display ad estimations, which makes the growth explainable.
Fast forward to the end of this year and Facebook is expected to reach some $4.8 billion in digital display revenues to Google’s $4 billion. This is a markedly higher estimation than one year ago, when eMarketer forecasted Facebook would generate $3.35 billion in digital display ad revenues by the end of 2014.
“Facebook and Google are still much larger than everyone else, and while Google is still much larger than Facebook in terms of total market share, Facebook’s growth is particularly impressive,” said Dan Marcec, a spokesman for eMarketer.