Marketers Look to Diversify Their Online Spending, Survey Finds

72% Plan to Spend on Instagram Next Year


Facebook’s video ad service is gaining some traction with marketers, who are looking in general to spread ad dollars among more platforms, according to a recent study published by RBC Capital Markets in partnership with Ad Age.

$100 bills by 401(K) 2012/Flickr

$100 bills by 401(K) 2012/Flickr

Of the 1,000 advertising professionals surveyed, about 11% felt Facebook video ads were “significantly” better than YouTube’s from a return on investment perspective, and another 25% felt the social media giants video ads were “somewhat better.”

Only 6% of those surveyed felt YouTube’s video ads were “significantly” better than Facebook’s, and another 15% said the company’s video advertising was “somewhat better.”

About $7.77 billion will be spent on digital video ads in the U.S. this year, according to eMarketer.

The various data presented in the RBC study suggests marketers are looking to increase their online advertising spend while distributing ad dollars more diversely in 2015 and beyond.

A whopping 72%, for example, said they want to allocate ad dollars toward Instagram come 2016.

Besides Instagram, marketers also expressed significant interest in advertising with other emerging platforms such as Pinterest (41%), SnapChat (36%) and Amazon (34%), according to the study.

Other online advertising outlets, such as…

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