I was doing some calculations for my own purposes and wanted to find out what percentage of the digital media ad spend (search, display, mobile, etc) is controlled by Google, Yahoo, AOL, Facebook, and Microsoft. Well, after searching through their 10K’s, it’s about $40.1B, or roughly 64% of the worlds digital media ad spend.
According to a ZenithOptimedia press release on October 3, 2011, worldwide digital advertising accounted for about $64.03B.
Google generates approximately 364% more revenue from advertising than it’s next closest rival, Yahoo!.
With Facebook at $1.86B in advertising revenue (excluding virtual currencies/goods) for 2010, it puts them at right behind Microsoft but ahead of AOL. With Facebook only now starting to monetize their platform, you can start to see how big an impact they could have on the dominance of the digital advertising landscape.
And of course, you can really see how dominant Google is.