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Reading: Sir Martin: WPP To Double Its Snapchat Spend To $252 Million In 2017
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B&T > Marketing > Sir Martin: WPP To Double Its Snapchat Spend To $252 Million In 2017
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Sir Martin: WPP To Double Its Snapchat Spend To $252 Million In 2017

Staff Writers
Published on: 8th August 2017 at 9:34 AM
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WPP boss Sir Martin Sorrell has revealed plans to more than double its spend on Snapchat this year, bringing the investment to an estimated $US200 million ($A252 million) for 2017.

The world’s biggest media buyer has gradually upped its spend on Snapchat over the past two years, increasing from $US60 million in 2015 and $US90 million in 2016.

Speaking to US news site CNBC, Sorrell said it will continue to plough advertising budgets into Snap although admitted it is paltry in comparison to the sums going on Facebook and Google.

“But it’s at very low levels. It’s $200 million versus $6 billion [on Google] or $2 billion for Facebook. So, you’re talking about a flea on the elephant’s backside,” he said.

“I think [Snap is] potentially more competitive as the third force” he said, adding he preferred the platform over Facebook.

That said, WPP spent $US1.7 billion on Facebook in 2016 and plans to spend over $US2 billion this year.

Sorrell added that social media companies were fighting the rise of extremist and hate content and said Facebook and Google had made significant steps but must remain “as vigilant as you possibly can”.

 

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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