Power in the digital advertising market is concentrated in the hands of a few large platforms, and New Media is becoming even more concentrated. The five purely digital media owners — Google, Facebook, Baidu, Yahoo and Microsoft — generated $71 billion in New Media revenue, which represents 68% of all global digital ad spend, up from 67% a year ago, according to a just-issued report from ZenithOptimedia, part of Publicis Groupe.
Google’s dominance as the world’s largest New Media owner has increased, with the gap between it and its nearest competitor widening significantly over the past year. Google’s grip on the market means it is now 136% bigger than the second-largest media owner (Disney), up from 115% a year earlier. It is also bigger than the second-largest and third-largest (Comcast) combined.
Google’s reign is largely attributed to rising sales of smartphones and tablets. These devices have helped to strengthen Google’s central search function, which is useful for shoppers looking for price comparison and allows consumers to view content at times and places most convenient for them. on New Media, Mobility has also created new opportunities to target them with display ads, another important component of Google’s business. More
Adapted from Media Post