Google Logo
A Google logo is seen at the entrance to the company's offices in Toronto in this file photo taken September 5, 2013. Reuters

Internet giant Google will continue to dominate the search ad market, where spending worldwide is estimated to reach $81.59bn (£55.12bn, €75.74bn) in 2015.

Research firm eMarketer said Google would see 15.7% search ad revenue growth in 2015, increasing to $44.46bn worldwide. The amount is equivalent to 54.5% of the global search ad market in 2015.

The second on the list is Chinese search provider Baidu, whose market share is expected to rise to 8.8% in 2015 from 7.6% in 2014.

Net search ad revenues worldwide

Baidu's success in China has been boosted by strong ecommerce growth in the country, expanding out of major cities like Beijing or Shanghai to third- and fourth-tier cities.

Search ad spending in China will total $14.90bn in 2015, up 32.8% from 2014, which accounts for 18.2% of all search spending worldwide. By comparison, the US search ad market will reach $25.66bn in 2015.

Microsoft and Yahoo will take up 4.2% and 2.3%, respectively.

Recovering from its weakness in search ad market, Yahoo is expected to see a 6.9% uptick in search revenue growth in 2015, following 4.8% growth in 2014, according to eMarketer.

EMarketer said search ads will account for $81.59bn worldwide in 2015, an increase of 16.2% over 2014, as digital ad spending will reach $170.85bn.

By 2019, search ad spending will reach $130.58bn globally, representing an average 10% year-on-year growth.