Facebook (FB) dominates.
At a recent conference hosted by investment bank Needham & Co., an unidentified advertising industry executive allegedly revealed just how much ad spend goes to Facebook over its social media peers. In short, the number is eye-popping.
The executive, who works for an ad agency that placed $1.4 billion in spend on social media for 2,200 brands last year, told Needham analyst Laura Martin that 85% of that amount went to Facebook alone, while only 3% went to Snap (SNAP) and 10% to Twitter (TWTR) . The other 2% was estimated to have been split evenly among e-commerce catalog Pinterest and professional services network LinkedIn (LNKD) (which is now owned by Microsoft (MSFT) ).
"From his brand client's point of view, he stated that Facebook is tough to beat for many reasons," Martin said in a note on Monday, explaining that the major reason is Facebook's global scale of 1.2 billion daily users.
Facebook, the second largest digital publisher in the world behind Alphabet's Google (GOOGL) , is expected to reel in $32.69 billion in global ad revenue this year, up 35% from 2016, according to eMarketer, an information source for how to do business in the digital age.
Editor's Pick: Originally published May 23.