It is well known that digital advertising is a megatrend fueling the growth of companies like Facebook (FB).
IAB estimates U.S. ad spend grew nearly 22% last year. eMarketer expects the market to grow another 16% this year. It will reach $83 billion. However, investors expecting to reap rewards from the trend by investing in a smaller digital advertising platform besides Facebook or Google may be missing out. The two advertising giants accounted for 99% of the growth in U.S. digital ad spending. Everybody else combined to just stand still.
There’s really only one reason why Facebook and Google keep growing faster than the rest of the market: People keep spending more time using their sites and apps.