Inside the Beltway, reigning in “Big Tech” and its encroachment on broadcasters in the local advertising realm is one of the NAB’s big mission statements under recently named President/CEO Curtis LeGeyt.
But, just what is the local reach of Google, Facebook and Amazon? Borrell Associates has a snapshot worth noting.
As shown below, the percentage of local businesses who buy on advertising on Facebook is significantly higher than Google. Meanwhile, Amazon’s presence is infantisimal.
But, when looking at the average annual ad spend on each platform, the picture changes.
For Borrell, the biggest takeaway is that, despite all the buzz about Amazon’s entry into the advertising space, “it’s not much of a thing at the local level.”
As Facebook and Google each have deeper roots in local markets, that’s a true focal point for traditional media eager to snatch back ad dollars from the GAFAN group.
And, while Google use holds steady, Facebook — despite a recent study showing that teens are largely abandoning the platform — has shown consistent gains since 2015, with twice as many businesses buying ads.
