Google and Facebook, together, dominate the world of advertising, accounting for one-fifth of revenues across all media in 2016.
That is massive growth compared to the 11 percent the companies commanded back in 2012.
Alphabet-owned Google hit $79.4 billion last year, making it the largest media owner in the world with three times as much ad revenue as second place Facebook which brought in $26.9 billion. Comcast placed a distant third with $12.9 billion in ad revenue, according to latest edition of Zenith’s Top Thirty Global Media Owners.
Along with Google and Facebook, there were five additional Internet-only media owners in the top 30: Baidu, Microsoft, Yahoo, Verizon and Twitter. Together, these seven digital platforms generated $132.8 billion in Internet ad revenue in 2016, making up 73 percent of all Internet adspend, not to mention 24 percent of global adspend across all media.
“The scale of the biggest platforms highlights the importance of building strong partnerships between agencies and media owners,” Zenith global brand president Vittorio Bonori said. “Brands need to deal with these platforms to communicate with consumers effectively and efficiently, and agencies need to ensure they do so on the best terms available.”
Twenty out of 30 of the media owners on the list are based in the United States. The U.S. enjoys a distinct advantage, according to the Zenith report, because it has the biggest ad market and American companies have invested more resources in going global, not to mention the fact that Silicon Valley “has powered the growth of Internet advertising.”
Twitter is the fastest-growing media owner on the list with an increased ad revenue of 734 percent between 2012 and 2016. Chinese company Tencent is second with a growth rate of 697 percent followed by Facebook in third with 528 percent.
The top 30 companies on the list are: