Digital Marketing Hierarchy Will See Major Changes In Coming Years

It’s no secret that digital marketing giants like Google and Yahoo make the vast majority of their money from online advertising and its subsequent revenue streams, and companies large and small have taken advantage of this medium to improve their bottom lines. This revenue has seen rapid expansion each year, and while there are a few key players who account for the nearly $27 billion that will be spent on digital display ads in 2015, a changing of the guard may arrive sooner than we imagine.

 

Projecting the future leaders of digital ad revenue

According to new research conducted by eMarketer, digital spending is expected to increase to more than $37 billion by 2017, but the usual suspects like Facebook, Google and others will face stiff competition in coming years from a new slate of competitors. While Facebook wrote the script on capitalizing on digital ads and will capture an estimated 25.2 percent of the revenue in the market this year, this is only a projected 1.4 percent increase over 2014, and the overall market share is expected to increased 29 percent by the end of 2015.

 

So who’s winning and who’s losing in this new age of digital advertising across multiple platforms? Aside from Facebook, Twitter is predicted to increase its share of the market by 1.3 percent, with a revenue increase of more than 62 percent, while Amazon’s revenue is slated to grow by 23 percent. While social media websites are commonly the go-to spots for digital advertisers to market their products and implement their digital strategies, increasing numbers of popular ecommerce websites are getting in on the game as well and boosting their market share in the process.

 

On the flipside, companies that are expected to see a noticeable drop in digital ad revenue reads like a “who’s who?” list of top internet companies from the dot com boom. Yahoo, AOL and Microsoft are predicted to lose market share in the coming years. As a major surprise, Google’s market share is expected to drop by 3.7 percent, so it appears their market hegemony may be coming to an end sooner than later.

 

So what does this all mean? The landscape of digital advertising has changed by leaps and bounds over the past several years, and those companies who wish to stay in the game will have to invest heavily in expanding their advertising offerings. In particular, companies that have invested in mobile advertising will have a huge edge over others in the market, as tablet and smartphone use have far surpassed the desktop and show no signs of slowing down. The digital advertising market is a tough nut to crack, but those counting on the status quo remaining the same will be in for a major surprise in the coming years!