Palo Alto, Calif. — Facebook’s United States advertising revenue is expected to reach $2.2 billion in 2011 — surpassing Yahoo to take the biggest share of online display advertisement sales, according to a new report released on Monday by research firm eMarketer.
The social networking site which had a 12.2 percent share of the U.S. market last year is expected to increase to 17.7 percent market share. The eMarketer report shows a study of Facebook’s increased graphical display ads — adding that the number of video ads, banner ads and web page sponsorships has increased rapidly and has benefited many companies.
“It’s not a zero sum game,” eMarketer analyst David Hallerman said, noting that the display advertising market is experiencing rapid growth as both big international brands and small, local businesses increasingly turn to the Web to reach consumers, Reuters reported.
eMarketer’s report includes a look at companies’ net revenue, concluding that Yahoo and Google will be competing for the No. 2 and No. 3 spot for the U.S. display market in 2012—Yahoo taking 12.5 percent and Google 12.3 percent.