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Gauging Facebook's Impact on Local Advertising

Gauging Facebook's Impact on Local Advertising

Facebook has burst so quickly onto the media world that its sweeping impact on local advertising has been easy to overlook. Our 23-page report sizes up the damage, comparing it to Google's romp in the mid-2000s but showing that Facebook actually may have more steam. It shows that Facebook last year carved a 7% slice out of U.S. local advertising and a 15% share of the digital advertising pie. The report offers a unique glimpse of who's buying ads, how much they're spending, and what else they're buying.


Gauging Facebook's Impact on Local Advertising
Executive Summary
LOCA2017 Information
Chapter 1: Sizing Up Facebook’s Local Impact
Facebook vs. Google
How Broadcast and Print Allocate Digital Dollars
What the Average Print and Broadcast Advertiser Spend on Digital
Chapter 2: Who’s Buying All These Facebook Ads?
Percentage of Businesses By Type, Buying Facebook Ads
Local Advertiser Survey Results
Ad Placement on Other Social Media
Chapter 3: Where’s My Money Coming From?
Estimating Facebook’s Effects on Local Media Ad Budgets
Likely Targets of Facebook Funds
Conclusion
Appendix

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