Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook - eMarketer

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Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook

eMarketer Report

By: eMarketer

Published: December 07, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Google and Facebook, taken together, will account for about 63% of US digital ad revenues this year—and their share is growing.

  • Other publishers and platforms are feeling the squeeze as they compete for a smaller share of the digital advertising pie each year, and Google and Facebook grab more than 90 cents of each incremental digital dollar.
  • Brand safety is a significant selling point for premium publishers able to point to a history of quality content and credibly promise that brands won’t face consumer discomfort or controversy.
  • Other publishers and platforms can also take steps to meet advertisers’ audience targeting expectations—and persuade brands that context is another major contributor to ad relevance and efficacy.
  • Native content studios and publisher pivots to video are attracting advertiser interest, and publishers are also looking to alternative ways of monetizing their relationships with consumers.
  • Advertisers recognize that two platforms are likely not enough to reach their audiences with the messaging that will take them all the way from brand awareness to conversion. At the same time, brand building efforts may be stymied by advertiser demand for hard metrics.

"Almost two-thirds of US digital ad spending goes to either Facebook or Google, although consumers are still spending significant amounts of time and attention elsewhere."

Table of Contents

A Tale of Two Markets

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What Other Publishers and Platforms Have to Offer

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Rediscovering the Softer Side of Brand Building

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11 charts are included in the full report:

Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook

Duopoly Share of US Net Digital Ad Revenues, 2011-2019 (% of total)

A Tale of Two Markets

US Net Digital Ad Revenue Growth, Duopoly vs. Other*, 2012-2019 (% change)

Duopoly Share of US Net Digital Ad Revenues, 2011-2019 (% of total)

Duopoly Share of US Net Mobile Ad Revenues, 2011-2019 (% of total)

Two Cheers for Duopolies

Effect of the Duopoly* on Their Programmatic Ad Business According to US Programmatic Publishing Professionals, Aug 2017 (% of respondents)

Leading Digital Sites/Platforms Among US Adults, Ranked by Monthly Time Spent, May-July 2017 (days:hrs:mins:secs)

Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2017-2019 (% of total)

What Other Publishers and Platforms Have to Offer

Nonduopoly* US Digital Ad Revenue Share, by Company, 2013-2019 (% of total)

Brand Safety

Leading Challenges of Media Buying According to US Digital Marketers, Feb 2017 (% of respondents)

Timeframe During Which Brands Worldwide Have Taken Select Actions to Manage Brand Safety, May 2017 (% of respondents)

Extent to Which US Internet Users Find News from Select Publishers/Sources Trustworthy, Sep 2017 (% of respondents)