Years back, Yahoo was one of the biggest names in advertising, and the ad revenue that the company was seeing was quite impressive. However, in more recent years, Yahoo has fallen behind a bit in the advertising community. Growth in revenue has not been anything to marvel over for Yahoo in quite some time, but it seems now that the company is starting to turn things around. At least, that is what eMarketer gathers by analyzing signals that have been showing up from Yahoo and digital marketers across the web. The company estimates that the company’s revenue will be growing in the near future, though not by much. But this may serve as a sign that Yahoo is coming up from its setback in recent years.
In 2012, eMarketer reports that Yahoo saw ad revenues in the U.S. that reached $3.18 billion, the first growth that the company has seen in years. Now, eMarketer is forecasting that this growth will go even further, rising 3.2 percent in 2013 to $3.28 billion.
Last year, Yahoo! saw net US ad revenues grow for the first time in several years—to $3.18 billion—and eMarketer now estimates the company will see further growth of 3.2% to $3.28 billion in 2013.
The revised figures come after Yahoo!’s search revenues came in far higher than expected in Q4—a sign that management restructuring and investment may continue to propel search revenues higher than previously estimated.
When speaking of Yahoo’s search ad revenues, eMarketer believes that they will grow a total of 7 percent in 2013 from the $1.15 billion it saw in 2012, reaching upwards of $1.23 billion. Earlier forecasts from eMarketer only saw Yahoo’s search revenues reaching to $1.16 billion. By 2015, the search revenue for Yahoo is predicted to reach all the way up to $1.37 billion.
Display revenue is expected to see significant growth as well for Yahoo, contributing to the surprising overall growth of the company’s revenues. For 2013, display revenue at Yahoo is expected to grow to $1.37 billion from $1.35 billion in 2012. By 2015, if Yahoo’s growth goes as eMarketer expects it to, display ad revenue will have grown to an impressive $1.45 billion, a significant improvement from the lower numbers the company has been seeing since falling from the top four.
Although Yahoo’s predicted growth is not as incredible as one would expect, the company was not that far behind to begin with. Focus has been put on companies like Google and Facebook lately, simply because of the rush of new advertising tools coming from these companies. Yahoo has still been among the top display and search marketing companies, but there is no doubt it has fallen behind a bit. If things start to look up for the company like eMarketer is forecasting though, we may see that Yahoo sits at the top again among the web’s more popular advertising companies.
