17th March 2021 by 
Global ad spend is growing year on year; however, a new report, by analytics agency Zenith, shows that online advertising overtook television in 2016, with top global media owners, Facebook and Google, attracting one fifth of global advertising spend.
As well as Google (under its holding company Alphabet) and Facebook, there are five other pure-internet media companies in the top 30 global media owners: Baidu, Microsoft, Yahoo, Verizon and Twitter; who generated $132.8 billion in internet ad revenue last year – which is the equivalent of up to 73% of all internet ad spend and 24% of global ad spend across all media.
Although not the biggest contender, Twitter was named the fastest-growing media owner, increasing ad revenue by 734% between 2012 and 2016.
In the first quarter of 2017, Facebook alone accrued $8 billion in revenue, a 49% increase from the year before. Even more impressively, the social media platform is currently approaching 2 billion monthly users, out of the 3.6 billion internet users globally!
Jonathan Barnard, the head of forecasting at Zenith, said: Zenith’s new ranking demonstrates just how much the internet advertising platforms are setting the pace for global ad spend growth.”
Sources: Campaign Live, The Guardian, The Drum and Mashable.
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