Research from market analyst firm Omdia has highlighted that Google, Amazon, Meta (formerly Facebook), and Apple (now referred to as GAMA) will command 70 per cent of the online advertising market outside of China by the end of 2021.

 The latest outlook comes from Omdia’s Advertising Intelligence Service, which provides net advertising revenue forecasts split by media, company, and format for 67 individual countries, plus global regions, Advanced Television reported.

GAMA significantly outperformed the total global advertising market in 2020, posting 17 per cent combined growth compared to one  per cent decline in total global net media advertising revenue. This outperformance of the market continued into 2021 and is driving up GAMA’s share of total global net media advertising revenue as media owners, which stood at 33 per cent in 2020 and is set to reach 39 per cent by the end of 2021.

Google in particular continues to outperform the overall advertising market in 2021.

According to  Marija Masalskis, senior principal analyst at Omdia, “Based on Google’s results for the first three quarters of 2021, we are projecting that the company will see full-year growth of 40.6 per cent – its highest full-year growth since 2007.”

Omdia analysis shows that while market leaders in traditional media segments, such as linear TV, will continue to enjoy strong positions in their increasingly small corners of the market, GAMA’s dominance of online advertising looks set to continue unabated.

Bailey added: “Short of significant regulatory intervention, GAMA’s position in the media advertising market will dwarf that of even the most prominent broadcast and media groups, most of whom will need to make dramatic strategic changes to survive – let alone thrive – within this new competitive landscape.”