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Alphabet ( GOOGL ) unit Google and Facebook ( FB ) hold a firm grip on the digital advertising market, especially mobile advertising, says a MoffettNathanson report. Google and Facebook drove over two-thirds of the industry’s growth in 2015, says the MoffettNathanson report. Alphabet-controlled Google and Facebook now hold 54% of the U.S. digital ad market, up from 43% in 2010, said Michael Nathanson, an analyst at MoffettNathanson, in the report. “We can’t think of any other media market place with this level of dominance,” he added. Facebook and Google have 67% of the mobile advertising market, says Nathanson. The analyst has buy ratings on Alphabet and Facebook and a neutral rating on Twitter ( TWTR ). Twitter has gained little ground in social media advertising, said Nathanson. Privately held Snapchat and Pinterest have emerged as competitors to Facebook, he says. Nathanson’s conclusions are based on the Interactive Advertising Bureau’s 2015 Internet advertising revenue report. “Given Facebook’s and Google’s domination in key digital verticals like mobile, social, and search, it’s hard to imagine the digital ad engine meaningfully slowing anytime soon,” said Nathanson. “Social advertising comprises over 70% of all of display’s growth… and Facebook has 65% share of social,” he added. Alphabet, Facebook and Twitter were all down modestly in pre-market trading in the stock market today , reflecting weaker stock futures. Scalper1 News
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