According to eMarketer’s newest forecast, online video ad spending in the U.S. will reach $27.8 billion. Accordingly, it will constitute one quarter of all U.S. digital advertising in 2018.
Video will represent more than half of ad revenues for Twitter and Snapchat and 30 percent of total revenue for Facebook according to the forecast. The firm shows (net) video ad revenues concentrated in a few top companies:
Facebook (and Instragram) — $6.81 billion. YouTube — $3.36 billion. Twitter — $633.3 million. Snapchat — $397.3 million.
Facebook has nearly 25 percent of the 25 percent. The eMarketer forecast predicts that Facebook (and Instagram) will have 24.5 percent of all US video ad spending this year or $6.81 billion, as indicated. Facebook controls nearly 90 percent (87 percent) of video ad spending on social media sites in the U.S. YouTube is not considered a social media site by eMarketer.
The forecast also asserts that Facebook video ad revenue will enjoy “double-digit growth through 2020.”
EMarketer says that 60 percent of Snapchat U.S. ad revenue now comes from video. Twitter will see nearly the same portion of its ad revenue (55 percent) from video; however Twitter has only a 2.3 percent share of total video spending according to the forecast.
Focus on net not gross YouTube revenue. The forecast may at first glance be confusing. YouTube has been a continuing driver of Google ad revenue growth and it seems strange that Facebook has roughly twice the video ad revenue. EMarketer says that “YouTube will generate $3.36 billion in net
Read more here: https://marketingland.com/estimate-video-now-25-percent-of-all-us-digital-advertising-facebook-the-top-site-249597