According to a recent survey from Lawless Research and Factual, marketers are spending an average of 43% of their ad budget on Google and Facebook, with Amazon not far behind.
Regardless of business size, online advertising strategies are similar. In fact, 46% of marketers working for agencies and brands with an ad budget of $50 million or higher report say they spend up to 60% of it on ad programs from the three tech giants.
These programs also include ad offerings on sites owned by the oligopoly, such as YouTube (owned by Google) and Instagram (owned by Facebook).
The chart below compares how companies with differently sized ad budgets spend their money on platforms owned by Google, Facebook, and Amazon:
Source: Lawless Research and Factual
But although Google, Facebook, and Amazon have been heavily adopted, marketers are still worried that these platforms will grow even more powerful and dictate their advertising options in the future. When asked to rate their level of concern that the oligopoly would limit their advertising options, 78% said they were somewhere between concerned and very concerned.
As we continue to see innovation and growth in online advertising, could this area be disrupted by ad alternatives?
Yes. In fact, marketers are hoping for new advertising options. Although most marketers and agencies spend huge chunks of their budgets on Google, Facebook, and Amazon, 65% of them want alternatives. The Lawless and Factual study even revealed a few platforms that participants were already using, including YouTube, Instagram, and Twitter.
Interestingly, the study suggests that participants using YouTube and Instagram as alternatives did not realize that they were paying into the oligopoly. The report concludes that this shows the true power of the tech giants.
To help you keep your eye out on options other than the oligopoly, I’ll walk you through some of today’s most prominent advertising alternatives and show you a few examples of brands that use them.
5 Alternatives to Facebook, Google, and Amazon Ads
Yes, Google still monopolizes the search market, but you might not want to write Microsoft search engine options off as an alternative.
Microsoft Advertising, formerly known as Bing Ads, is similar to Google in that you can create, optimize, and track PPC ads that show up in searches on Microsoft Search Network platforms, including Bing, MSN, and Yahoo.
If you’re thinking, “But, everyone exclusively uses Google,” think again. Microsoft claims that 5.5 billion monthly searches occur on its search network.
Microsoft Ads is also less competitive because it isn’t as heavily used as Google. Because so many advertisers are bidding, optimizing copy, and competing for precious slots in search engine results, the prices of PPC ads and the cost of wasted spend, can be quite high.
According to WordStream, Microsoft Advertising clients see cost-per-clicks that …read more
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