What’s beyond the duopoly?
If the whole of the Facebook and GoogleóIf you spend your advertising budget on apps owned by Google and Facebook, you’ll be well on your way to reaching every digital consumer – reads the Salesforce blog. It’s true, the data is impressive. But is it really for everyone??
Duopoly in the world and in Poland
Salesforce reminds us that nearly 90% of all mobile devices in the world are mobile. of time spent using mobile devices in the US is using apps. And even 20 percent. of all time, is the use of Facebook. He goes on to point out that the top 8 most popular apps in the U.S. belong to either Google’or Facebook.
According to Nielsen data, Facebook has at least one billion usersóin the world, whichóUsers only visit the site via hardwareóin mobile. We will have similar figures for Messenger and WhatsApp usage. Instagram boasts 600 million usersów. 750 millionóin osób of those logged into Gmail browse mail on mobile. More than 500 millionóin the useróon YouTube’and watches movies on mobile devices. More than half of the queries to the Google search engine also take place on mobile devices. Every day, it is more than 1.5 billion entriesów.
According to Gemius, the top 8 apps in Poland also belong to the duopoly of Facebook and Google. However, the popularity of the aforementioned services is slightly different. YouTube is clearly ahead of Facebook here. The former is used by 13 millionóin Polakóin, with the second being just under 9.5 million. But with Messenger already nearly 11 millionów. WhatsApp is much less popular – has 3.5 million supportersów. And Instagram 2.3 million.
Not only advertising
Salesforce, however, seems to be focusing too much on dwóThe tool checks the HTML tags of the indicated apps to see if they have been used in the U.S. The service currently has 300 millionów useróin the world, and that number is growing at a surprisingly fast rate. Also in Poland 1.5 million people send snaps to each otherób.
It is also worth mentioning here the voices of expertsóin the media, which warns against limiting one’s spendingóin just the Facebook and Google offerings’a. The CEO of the largest advertising holding company WPP recently called one of these brands an “enemy of the. frenemy), when the móThe company’s strategy is to make a decision on the amount of money it will transfer to promote its clientsów. In view of the advertising duopoly of the giantsóGlobal Business Director at Mobext, Dimitri Dautel, was also skeptical. GoMobi.pl spoke with him in November.
Credit Suisse analysts reminded us last year that Facebook and Google ad spending’and it is still 15 percent of. of all spendingóof advertising and 50 percent. circulationóin digital. They also pointed out here the role of Snapchat and Amazon. Experts stressed that the internal methodology of the statistics boasted by Google and Facebook is not entirely clear. They noticed that agencies often do not treat their clientsóin individually, because they use ogólnych conditionsóin, whichóre they gained from conversations with dwótion that the giantów.
Venturbeat also expects that the typical advertising model may turn out to be wkrótce insufficient. He points to the successes of Chinese conglomerate Tencent, któThe tool checks the HTML tags of the indicated pageów. Chinese people are confronted here not with advertising creations, but with a product thatóThey also pointed out the role of Snapchat and Amazon, which can be bought with almost the touch of a finger.