Not even Google is immune to the effects of the coronavirus pandemic. For the first time since the eMarketer analysts at Insider Intelligence began estimating ad revenues at Google in 2008, the company’s net US digital ad revenues will decline in absolute terms.
| | eMarketer Forecasts Drop in Google Ad Revenues Not even Google is immune to the effects of the coronavirus pandemic.
For the first time since the eMarketer analysts at Insider Intelligence began estimating ad revenues at Google in 2008, the company’s net US digital ad revenues will decline in absolute terms.
By the end of 2020, Google’s net US digital ad revenues will drop 5.3% to $39.58 billion bringing Google’s share of the US digital ad market to 29.4%, down from 31.6% last year. eMarketer’s Q1 2020 forecast (which did not account for a global pandemic) predicted Google’s US ad revenues would grow 12.9%, but its market share would still shrink slightly.
“Google has been growing its net US ad revenues at a slower rate than the overall digital ad market since 2016, so this year will continue a trend of Google losing digital ad market share in the US,” said Nicole Perrin, eMarketer principal analyst at Insider Intelligence.
The total US digital ad market will grow 1.7%, to $134.66 billion – but the triopoly’s (Google, Facebook, and Amazon) share as a whole will make its smallest gain in a decade $ just 0.2 percentage points.
The picture isn’t any rosier for search, as eMarketer expects Google’s US share of the search ad market to decline from 61.3% to 58.5% (on a net basis) year over year, as search advertising on Amazon is still expected to grow robustly this year.
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