Kantar Media has performed an analysis comparing the top 50 advertisers on Facebook to the top 50 advertisers across all measured media. During the first half of 2018, the leading Facebook advertisers spent $1.1 billion on the platform – representing approximately 11% of their total multimedia ad investment, indicating a significant shift in spending to Facebook. By comparison, the leading advertisers across all measured media spent 4% of their total budgets on Facebook, or $560 million, while spending $8.6 billion on national TV.
Google has announced the certification of Kantar as a badged Measurement Partner. The announcement, part of Google’s Marketing Platform overhaul, designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms.
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