Observers of social media and other online services companies have considered revenue generated from advertising a key to the companies long-term success.
A report by the research group eMarketer has found that no company is likely to do better in this regard than Alphabet (GOOG) . The search engine company will earn more than double the U.S. ad revenue of its closest competitor, Facebook (FB) .
Google is projected to generate more than 40% of the total domestic digital ad market. That comes as a rapidly increasing number of Americans rely their mobile phones to search for information and to manage their lives.
eMarketer analyst Monica Peart said "consumers" are turning to their smartphones to look up everything from the details of a product to directions."
"Google and mobile search as a whole will continue to benefit from this behavioral shift," she added.
Still, the report found that Facebook is beating Google and major social media platforms in display advertising, garnering a nearly 40% market U.S. market share.
That reflects consumers' growing use of Facebook and is vindication of the company's strategy to become a central part of people's lives. Over the last few years, the company has pushed to include more engaging content, particularly video, which tends to draw users and keep them returning. Facebook
The company has also benefited from its acquisition of Instagram. The photo sharing service will produce about 20% of Facebook's mobile revenue this year. That's up from 15%, Peart said.
Google's display ad revenue will drop to 13% this year.
Meanwhile, Twitter (TWTR) will continue to struggle generating enough ad revenue. The company has been hotly criticized for its inability to draw ad dollars, despite the major role it plays for celebrities to reach wide swathes of the public. Twitter fired its previous CEO, Dick Costolo, largely for his inability to solve the ad revenue challenge. Founder Jack Dorsey has been unable to do much better since returning as CEO. eMarketer, which said it had "significantly lowered its U.S. outlook for Twitter this year, based on flat user growth and guidance from the company."
The company's domestic ad revenue will fall about 5% this year, and its U.S. digital ad Market will continue languishing below 2%.
Alphabet and Twitter shares rose slightly in Tuesday trading, while Facebook shares fell slightly.