Online advertising forecasts for Google, Amazon, Meta and Apple

Google, Amazon, Meta and Apple will hold 70% of the online advertising market outside of China by the end of 2021, according to a report from Omdia.
Google, Amazon, Meta and Apple outperformed the total global advertising market in 2020, posting a combined 17% growth compared to a -1% decline in total global media net advertising revenue, according to the report.

This market outperformance continued into 2021 and pushes GAMA’s share of total global media net advertising revenue as media owners to increase to 33% in 2020 and is expected to reach 39% of by the end of 2021.

Google outperformed the overall advertising market in 2021. Marija Masalskis, Senior Principal Analyst at Omdia, commented: “Based on Google’s results for the first three quarters of 2021, we expect the company to experience annual growth of 40, 6% – its the strongest full-year growth since 2007.

Google, Amazon, Meta and Apple’s share of total media net ad revenue increases to 45% in 2021, and its share of the online segment increases to 65%. This means that only 35% of global online advertising revenue generated by media owners remained unchanged by Google, Amazon, Meta or Apple in 2021.

China, the world’s second largest advertising market, has banned the digital advertising operations of Google, Amazon, Meta and Apple.
Online advertising share from Google, Amazon, Meta, AppleTheir share of total media net ad revenue in 2021 is 46%, while their share of online ad revenue is 70% in the same year – or 81% if you include all revenue. online advertising passing through their platforms.

Google remains the clear leader in paid online search engine advertising, accounting for 73% of total global revenue outside of China in 2021.

Amazon is an increasingly powerful force in this segment as more and more consumers turn to its platform for initial product searches, and this will eat away at Google’s share until 2025, when it does. will account for 16% of paid search ad revenue outside of China.

Amazon’s sponsored product announcements and growing presence in the ad-supported video on demand (AVOD) space will also allow it to increase its share of the online display segment to 8% in 2025, as e-commerce continues to expand across the world. However, this segment will continue to be dominated by Meta and its constituent social properties until 2025, when they will collectively account for 41% of online display revenue.

While Meta also dominates the out-stream – or in-feed video advertising segment, it will see increased competition in this space from other social video sharing platforms, such as ByteDance’s TikTok.

Google also enjoys a strong position as a media owner in the online display segment through YouTube, which accounted for 36% of TV-like in-stream video ad revenue in 2021, and its growing stability as a result. ‘other services supported by display advertising, such as Gmail and the Google Discover feed.

Apple’s advertising revenue represents 0.4% of the company’s revenue in 2020. Apple has a disproportionate influence over the mobile advertising segment, which accounted for 71% of total online advertising revenue in 2021.

Apple has placed privacy at the heart of the marketing discourse of its devices and services in recent years, and 2021 has seen it make changes to its mobile operating system that improve privacy options and make tracking and targeting ads on different apps much more difficult, which impacts the ad revenues of social platforms and mobile publishers.

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