Google's advertising revenue will reach $63.1 billion in 2016, 60% from mobile channels
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Google is due to report third-quarter results, and according to eMarketer's latest forecasts, mobile's contribution to Google's global revenue has outstripped that of PCs, but revenue trends like those in the U.S. will have to wait until next year.
Google's share of U.S. advertising revenue fell significantly from 2015 to 2016. eMarketer expects 60 percent of Google's U.S. advertising revenue in 2015 to come from PCs; But by 2018, 60 percent of Google's U.S. advertising revenue will come from mobile channels.
But mobile has become Google's biggest driver of global advertising revenue, with about 59.5 percent of its advertising revenue coming from mobile channels this year, up from 45.8 percent last year. By 2018, three-thirds of Google's global advertising revenue will come from mobile channels.
Google's global online advertising revenue is expected to reach $63.11 billion this year, an annual increase of 19.0 percent. Google will account for 32.4% of the global online advertising market ($229.25 billion) this year.
Google continues to dominate the global search advertising market, with eMarketer expecting Google's search advertising revenue to reach $52.88 billion in 2016, or 56.9 percent of the global search advertising market.
Google still lags behind Facebook in display advertising. Google's display advertising revenue will reach $10.23 billion in 2016, accounting for 12.9% of the global display advertising market.
YouTube's advertising revenue will reach $5.58 billion this year, an annual increase of 30.5 percent. YouTube is the leading OTT video service in the United States, with 180.1 million users this year, accounting for 95.7% of OTT video service users in the United States. YouTube's U.S. advertising revenue will be close to $3 billion in 2016, accounting for about 10 percent of Google's U.S. advertising revenue.
"The rapid growth in Google's advertising revenue is mainly due to increased usage, such as mobile search, youTube's growing popularity and the growth of ad program purchases," said Martin Utreras, senior forecast analyst at eMarketer. Google's newly released hardware Pixel, Google Assistant, Daydream View, Chromecast, etc. not only enrich Google's revenue channels, but also help to improve the positioning of Google ads. All of this is good for Google's advertising revenue. "
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