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Several fast-growing social media services began offering themselves as platforms for advertisers this year, and according to September 2015 polling, US marketers are interested in getting in on the action—especially on Instagram.
RBC Capital Markets and Advertising Age found that 72% of US marketers surveyed were interested in allocating money to Instagram for advertising. That was far ahead of second-place Pinterest, where 41% of those polled considered spending ad dollars.
Early research found high engagement for brands advertising on the visual social network. eMarketer estimates ad revenues will reach $600 million in their first year, and rise to $1.48 billion by 2016.
In third place, Snapchat captured the interest of 36% of marketers surveyed. Each of the top three platforms named was a visual social network.
According to comScore, Snapchat penetration has risen dramatically among smartphone app users in the US. Among 18- to 24-year-olds, a majority now use the app—though its reach is still a tiny 8% among those over 35.
eMarketer estimates that 40.7% of US smartphone users will use Instagram at least monthly this year, while 18.1% of internet users will use Pinterest.
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