The dominance of Facebook and Google in the digital advertising ecosystem shows no signs of slowing, new research has revealed.
According to the Salesforce’s Digital Advertising 2020 report, 66 per cent of digital advertising spend will go to Google Search, YouTube, Facebook, and Instagram next year.
This stronghold is universal, with these channels representing 67 per cent in the Asia-Pacific (APAC) region, 69 per cent in Europe and 63 per cent in North America.
Looking at the APAC region, the percentage of total digital ad spend on YouTube and display has remained, and will continue to remain flat to the next fiscal year, while Search (Google and Bing) will rise from 28 per cent to 29 per cent.
Facebook’s share of digital ad spend will dip slightly from 30 per cent to 29 per cent, while that of other social media platforms such as LinkedIn, Twitter, Snapchat and Pinterest will fall from 11 per cent to 10 per cent.
Salesforce also found that video content is becoming more prevalent across platforms, with 65 per cent of companies increasing their video ad spend over the past year.
In the APAC region, 6 per cent of video ad spend grew “substantially” (by 25 per cent or more), 58 per cent increased “somewhat” (between 2 per cent and 24 per cent), 33 per cent “stayed about the same” (between zero and 1 per cent), and just 3 per cent declined “somewhat” (by 2 to 24 per cent).