Google is set to take over half of the world’s search advertising spend this year as digital advertising spend is forecast to reach $170.85bn.
According to figures released by eMarketer, Google is predicted to take 55 per cent of search advertising spend, followed by Baidu at 8.8 per cent of the worldwide search advertising market that is predicted to reach $81.59bn.
Microsoft and Yahoo combined are also expected to take 6.5 per cent of the worldwide search advertising spend, with Bing having increased its share to 4.2 per cent in 2014, and Yahoo predicted to grow by 6.9 per cent in search advertising revenue growth as well.
“Google is still by far the dominant player in search. We expect the company to see more than 15 per cent growth in search ad revenues globally this year and account for 54.5 per cent share of the worldwide search ad market. Meanwhile, Baidu is reaping the benefits of Google’s ban in China, and of course, a massive and growing internet user population in its home country — increasing its share to 8.8 per cent of search ad spending globally this year, up from 7.6 per cent in 2014,” explained the eMarketer report.
It has also been forecast that the search advertising market will reach $130,58bn globally by 2019.
