Google, Facebook, Microsoft Spent Hundreds Of Millions To Advertise In 2016
by Laurie Sullivan, MediaPost
Google spent nearly $350 million to advertising its products and services in 2016 -- up from $232 million in 2015 and $227 million in 2014, Kantar Media reports. Investments went to display, search, mobile, online video, TV, print, and OOH.
Rival Microsoft spent $746 million in 2016, up from nearly $700 million in 2015 and $617 million in 2014.
Bing, Microsoft's search engine, spent nearly $7.8 million in Google search during 2016 -- up from $5.6 million in 2015, and nearly $3.9 million in 2014. Google buys advertising on Bing, but the numbers remain unknown.
Television also attracted both Google and Microsoft. Google spent $260 million in 2016 -- up from a mere nearly $180 million in the prior year -- whereas Microsoft spent $506 million, up from $472 million, respectively.
LinkedIn, now owned by Microsoft, invested 80% of its $2.2 million TV ad expenditure -- about $1.7 million -- to feature one ad during the Oscars, according to Kantar Media.
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