At one time, it seemed that no one could topple Yahoo! from the top of its mountain as king of online display advertising. It seemed that nobody really wanted to. Until now. And that somebody is, of all entities, Google.
Last year, Google owned 13.3% of the display ad market online. Yahoo! had 13.6%. This year, the numbers are 14.7% and 12.3% for the first quarter, respectively.
But don’t take from this that Google is taking Yahoo!s advertisers away. They aren’t. Yahoo!s target market are big corporations who advertise on television. Google’s target market are PPC advertisers who are now trying online display advertising. Completely different markets.
While all of that is interesting to note, there are two other bits of interesting data the AdAge article shares. First, online display advertising is growing overall. More companies are interested in the display advertising channel (this one is interesting because online display ads have been on the decline in recent years). And the second bit of information is that Facebook is in a very close third place in the online display ad race.
All of this is really good news for advertisers. The competition means that you have choices, and it also spells lower advertising rates as the companies compete for your dollars.
If online display advertising is something you’ve been considering for your business, now might be the time to get in.