When I have spare time, I like reading public companies financial reports. They are very telling not just for the micro trends, but for macro trends as well. 55% of worldwide digital ad spending was consolidated to Google, Yahoo!, Microsoft, Facebook, Amazon, and AOL which according to Comscore, are the 6 top Internet sites by traffic volume.
I ran a similar report in 2011 which is located here. Read it so you can compare.
Google’s growth is terrific and Yahoo! took a step back in 2013. I’m always amazed to see Google dominating digital ad spend with 41% share whereas the next closest competitor is around 4%. That’s 10x. 10x!
Nice to see Amazon and Facebook building out their ad businesses and showing y/y growth but the larger question is of where is it coming from? Who is losing (or is the whole advertising pie getting larger)?