Facebook’s growing dominance of digital is already well-known; this year it will account for 23.0% total US digital ad spending. But it will also hit a new height in 2018, taking in $1 of every $10 spent on all advertising— digital and nondigital combined, reports eMarketer, which added that “Facebook’s US ad revenues (forecast by eMarketer to reach $21.57 billion this year) will be twice the amount spent on newspaper advertising ($10.74 billion) and nearly as much as advertisers will spend on the entire print category ($23.12 billion). In 2019 Facebook will zoom ahead, accounting for 11.3% of all US ad spending, compared with 10.0% for print.
“Meanwhile, Twitter and Snapchat will reach parity in US ad revenues.
“eMarketer expects Snapchat to pull in $1.18 billion in US ad revenues this year, vs. $1.16 billion for Twitter. Although Snapchat’s user base is growing more slowly than expected, it will still see ad revenue growth this year, thanks to improved measurement capabilities and a growing embrace of ad targeting tools.
“Twitter, on the other hand, is not growing: Its ad revenues are expected to drop by 4.5% in 2018. Despite its push into video programming, Twitter will continue to eke out only marginal gains in usage, making for revenue challenges as well.”
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