A glimpse into the future of digital advertising

If, until recently, we thought Google was just a very popular search engine, things have dramatically changed. Search, email, calendar, phone, watch, even glasses – Google’s brand is on everything nowadays.

So who is the single largest digital ad-seller in the world?  Google of course, with 31.9% of total ad revenues in 2013. But can you guess who number two is?

Emarketer predicted Facebook would come in 3rd just after Yahoo! But in 2013, the growth in mobile advertising propelled FB into second place with 5.64% of last year’s market. With such a difference between the holders of the first two places, Google established itself as the undisputable leader.

Here is how the percentages looked in 2013, with % of total digital ad revenues:

Ok, so the future is Google-branded, but what does this mean for the ordinary consumer?

Here is what Google says “We expect the definition of “mobile” to continue to evolve as more and more “smart” devices gain traction in the market. For example, a few years from now, we and other companies could be serving ads and other content on refrigerators, car dashboards, thermostats, glasses, and watches, to name just a few possibilities.”

Today, Google is already extending its market with deals signed with several auto companies as well as on their own products (Nexus Phones, Chromebook etc.).

So how does the future look in digital advertising? Our guess would be: Full of ads. Everywhere.

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