Google pinned to scoop 55% of search ad spend in 2015

Google is set to increase its dominance on global search advertising spend; while new research predicts that digital ad spend will hit $170.85bn this year.

Research from eMarketer predicts that Google will rake in over half (55%) of the worldwide search ad market that is set to hit $81.59bn in 2015.

Google’s closest search competition is Baidu, with 8.8% of the share.

Baidu is followed by Microsoft and Yahoo, who combined are expected to take 6.5% of the global share.

“Google is still by far the dominant player in search. We expect the company to see more than 15 per cent growth in search ad revenues globally this year and account for 54.5 per cent share of the worldwide search ad market,” explained the eMarketer report.

“Meanwhile, Baidu is reaping the benefits of Google’s ban in China, and of course, a massive and growing internet user population in its home country — increasing its share to 8.8 per cent of search ad spending globally this year, up from 7.6 per cent in 2014.”

The report also predicts that the search advertising market will reach $130,58bn globally by 2019.