Last week’s stream of tech earnings news was a reminder of just how much growth rates are diverging between strong and weak. Facebook has cemented itself as a sure bet to win against Twitter, LinkedIn and Yahoo in the fight for digital display ad dollars. Facebook’s not-so-secret weapon? It dominates the fight for people’s attention on mobile phones and information about who they are.
“We’re in a cycle where marketers are more likely to double down on what’s working,” said Adam Berke, president and chief marketing officer of the ad-tech firm AdRoll. Marketers are less likely to direct more dollars Twitter’s way and still don’t see Snapchat as a legitimate option. Their thinking goes: “‘I’ve got search and Facebook, and as long as I reach [return on investment goals], it’s still good,’” he added.