November 28, 2019
According to eMarketer, Google’s share of total digital ad spending in the UK will slightly decrease to 42.6% this year, compared with 42.9% in 2018. However, the company’s net UK digital ad revenue will grow in absolute value to 10%, which translates to £6.21 billion. These figures include search and display ads. Search business brings in 83.4% of Google’s revenue. eMarketer estimates that Google’s worldwide net digital ad revenue will b...e reach $105.3 billion in 2019, surpassing the previously steady $100 billion for the first time. Its UK share will continue to decrease during 2020 to 40.5% by 2021. Facebook’s net digital ad revenue (including Instagram) will grow by 25.6% to reach £3.77 billion, and its share will increase to 25.9% this year compared with 22.9% in 2018. By 2021 Facebook’s share will reach 30.2%, and the duopoly of Google and Facebook will control more than 70% of the UK digital ad market. At present, Facebook’s share of UK social network ad spending is 86.7%. This is a tremendous value compared with Twitter’s 4.7% and Snapchat’s 2.8%. Twitter and Snapchat’s net UK digital ad revenues are £0.2 billion and £0.12 billion respectively. The gap between them and Facebook and Google appears unbridgeable.