According to a report from eMarketer, Twitter is expected to overtake Yahoo! in online display advertising sales.
Although Facebook is still the undisputed king, with 25.2% percent of the market in 2015, these changes indicate that Twitter is the little social media site that could and that Yahoo’s brief surge in marketing sales was just a fluke. Next year, Twitter is expected to see a 43% increase in display ad sales, for a total of 5.9% of the market. Yahoo is predicted to see a mere 2% growth – nearly a rounding error – and represent a total of 3.9% of the market.
Aside from the indication that Yahoo’s slump will continue with projected growth capping out at 2%, it’s also interesting to note that both Twitter and Facebook are expected to continue to increase their share of the display ad market while Google’s share dips. Although Google is expected to stay firmly in second place through 2017, their share of the market is predicted to shrink by 2% in the next two years.
This seems to indicate that although Google provides incredible advertising opportunities and user data, the grass appears even greener in social media land, especially as Twitter and Facebook make huge inroads in mobile marketing.