A new study by business intelligence site Statista has probably confirmed what everybody knows already – that as eyeballs head away from traditional media and to digital, the likes of Google and Facebook are cleaning up when it comes to securing ad dollars.
As Statista noted: “The rise of the smartphone has only accelerated this shift, as smartphones have fundamentally changed the way that people consume content. Ad dollars have always followed eyeballs and thus it doesn’t come as a surprise that mobile ad spending is currently growing a breathtaking rate.”
According to the company’s research (outlined in the infographic above), Google and Facebook have become so dominant they now command some 61 per cent of all of the digital ad dollars. While according to advertising research company WARC that means the market leaders in search and social media will pocket one in four dollars spent on media advertising worldwide this year.