dollar

Do Big Advertisers Even Matter to the Platforms?

Another major advertiser (Unilever) has threatened to pull advertising $ from Facebook/Google, but does it matter?

Last year. Proctor and Gamble announced the same thing and eventually reduced their spend by ≈ $140M.

Drop in the bucket. Since the P&G announcement Google grew their ad revenues by 20% or $16B! The revenue that P&G pulled from Google accounted for 0.15% of their total ad revenue.

Google ad revenue by year:
1) 2016 — $79.4B
2) 2017 — $95.4B

How is this possible? Scale!

Advertisers on Facebook by year (% growth):
1) 2016–3M
2) 2017–5M (↑ 67%)

The major platforms are able to grow revenue despite losing marquee clients such as P&G.

READ NEXT

Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.

logo

Thank you

We have received your message and will be in touch shortly.

logo

Contact Us