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THE STATE OF Digital Advertising 2018
Advertisers are challenged with the ability to meet shopper expectations online, so allowing marketers to target based on search intent rather than demographics has contributed to Google’s continued success. Equally, with the proliferation of mobile devices and hyper-connectivity, social is becoming more of a direct response activator propelling Facebook’s dominance of the social advertising market. Forty-seven percent of online shoppers cite search ads as the second biggest prompter for visiting brand websites while 57% of consumers say they’ve purchased a product they heard about on social media, according to Astound Commerce. It’s no wonder that Google and Facebook accounted for 75% of digital advertising revenue in 2017, according to Forrester Research.
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