(Marketingmagazine.com.my) – Google and Facebook Inc. claimed the largest share of the booming U.S. digital advertising market in 2015, pulling away from smaller rivals, according to two industry reports this week.
Online advertising revenue in the U.S. reached a record of $59.6 billion last year, up 20 percent from 2014, the Interactive Advertising Bureau said in its annual report on the business.
Google, the leading Internet search provider, and Facebook, the biggest social network operator, claimed 64 percent of that revenue, according to Pivotal Research analyst Brian Wieser.
Google scooped up $30 billion and Facebook gathered $8 billion, while other smaller companies lost market share, the analyst noted.
“Smaller companies will continue to operate in the shadows of the industry’s two dominant players,” Wieser wrote in a note to investors.
Google’s parent Alphabet Inc. reported a 20 percent jump in first-quarter revenue from its own websites, including Google.com and YouTube. Facebook is scheduled to report results on April 27.
The rest of the industry saw growth in the low double digits in 2015 after a relatively flat 2014, according to Wieser’s report, which cited IAB’s data along with his own analysis.
The growth was driven by a niche players such as Pandora Media Inc., LinkedIn Corp. and Twitter Inc., offset by weaker older Web players like Yahoo! Inc., the analyst said.
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‘2-day MBA’ in Marketing, ‘TED of Marketing’, call it what you will, and come what may, we will see you on May 19 & 20 at the Eastin Hotel.
• 36 latest Marketing Case-Studies
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Date: 19 & 20 May, 2016
Venue: The Grand Ballroom, Eastin Hotel Kuala Lumpur
Time: 8.30am – 6.00pm
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APPIES Malaysia 2016 judges:
• Abdul Sani Abdul Murad – Head of Marketing, HSBC Malaysia
• Ben Mahmud – Head of Retail Marketing, Shell Malaysia Trading
• Eric Wong – Marketing Director, IBM Malaysia
• Fiona Liao – Chief Brand Officer, Prudential Assurance Malaysia
• Jasmine Lee – Chief Marketing Officer, U Mobile
• Jauhar Munir Shaikh – FVP, Brand Marketing for F&N Malaysia
• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Mark Ng – ASEAN Marketing Director, Castrol
• Martin Soong – Marketing Manager, Fonterra Brands Malaysia
• Matthew Ho – Regional Digital Marketing Director, Huawei Technologies Malaysia
• Nirinder Singh Johl – GM of Strategic Communications, Tenaga Nasional Berhad
• Noreen Sabrina – Head of Brand Communications- Malaysia Digital Economy Corporation (MDEC)
• Pan Choi Yen – GM of Marketing, WIPRO-UNZA Malaysia
• Philip Whittaker – Group Chief Marketing Officer, Themed Attractions & Resorts
• Rizan Ismail – Head of Brand Management, PETRONAS
• Santharuban T. Sundaram – Group Marketing Manager, Permanis Sandilands
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• Syahar Khalid – Digital Engagement Manager, Nestlé Products Malaysia
• Vincent Chong – Marketing Director of Unilever Malaysia
• Zaki Zin – Marketing Director, Wyeth Nutrition Malaysia
< span style=”font-size: 12pt; font-family: arial, helvetica, sans-serif;”>• Zalman Aefendy Zainal Abidin – Chief Marketing Officer, Celcom AXIATA
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