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Alphabet ( GOOGL ) and Facebook ( FB ) scored big in a survey of advertisers, receiving the highest budget allocations and the best return on investment of digital media properties. The survey of almost 2,000 advertising professionals by RBC Capital Markets had somewhat good news for Twitter ( TWTR ) and LinkedIn ( LNKD ), but not for Yahoo ( YHOO ) or AOL, which was acquired last year by Verizon Communications ( VZ ). Alphabet, via its Google properties, led the pack in the survey that asked advertisers to rank the order of major online-ad platforms based on the return on investment. Facebook and Alphabet’s YouTube followed. Twitter and LinkedIn were next, with Yahoo and AOL last. Twitter was the only platform to see a clear falloff in its relative ROI vs. the prior survey by RBC. When marketers were asked about current spending plans, Google was strongest, followed by Facebook and YouTube, then Twitter and LinkedIn. In terms of ad spend over the next year, 62% of advertisers expect to increase their ad spend on Facebook, while 54% expect to do so with Google, then 32% for Twitter. The trend is quite apparent that ad dollars are moving from TV to online channels, according to the survey. “The trend of pulling ad dollars from television seems to have meaningfully increased,” the RBC report said. The second biggest transfer of ad dollars came from print media. A record 57% of marketers, up from 49% in its previous two surveys, allocate more than 20% of their budgets to online, including a record 23% who allocate over 50% of their budgets to online spending. “We expect online ad spend to continue growing robustly, with a record high 82% of our survey respondents expecting their online marketing budgets to increase over the next year, vs. 16% who expect them to stay the same,” it said. “Clearly, online has become a crucial marketing channel and is continuing to gain importance — a strong secular investment trend, in our view.” Mobile has also become an increasingly important channel, with 73% of marketers allocating some of their online marketing budget to smartphones, vs. 71% in RBC’s previous survey. “We believe mobile will only continue to grow in importance to marketers,” RBC said. Scalper1 News
Scalper1 News