Digital ad spend rising at record rates

Google and Facebook provide the best return on investment (ROI) from digital ad spend, according to a survey of marketers.

According to a new survey by RBC Capital Markets and Ad Age, 82 per cent of the respondents said they plan to spend more on digital advertising.

A record 57 per cent of marketers and agencies are allocating 20 per cent or more of budgets to digital advertising. In fact, 23 per cent of them earmark more than half of their ad spending for digital.

Google is believed to provide the best ROI, followed by Facebook, YouTube, Twitter, LinkedIn, Yahoo and AOL, according to the study.

Twitter was the only platform that saw a decline in respondents’ perception of ROI since the prior survey, in September 2015.

Sixty-two percent of respondents said they plan to increase their spending on Facebook in the next year, compared with 54 per cent for Google, 48 per cent  for YouTube and 32 per cent for Twitter.

“Note that the overall skew of intentions does remain positive, with a greater percentage looking to increase rather than decrease their ad spend with Twitter,” RBC wrote. “But taken as a whole, we view these results as clearly negative for Twitter, and perhaps the most negative data-point from this exercise.”

Among relatively newer platforms, Instagram and Snapchat are the top picks among marketers.

Asked about “emerging” platforms where they might allocate budgets next, respondents cited Instagram (71 per cent ), Snapchat (45 per cent ), Pinterest (42 per cent), Spotify (34 per cent) and Pandora (27 per cent ).

RBC surveyed nearly 2,000 advertising professionals for the study. Of them, 24 per cent were a marketer or client, 36 per cent  worked for an agency, 10 per cent were a marketing consultant, 13 per cent  worked for a media company, 7 per cent work for a marketing-service company and about 8 per cent were “other.”

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