Instagram will overtake Twitter next year in attracting U.S. advertisers, according to research firm eMarketer. Conway Gittens reports.
Next year, for the first time ever, the number of U.S. companies planning to spend their ad dollars on Instagram will outpace that of Twitter, according to research by eMarketer. That research also predicting that fewer new advertisers will sign up with more established brands like Facebook and Google's YouTube. But it's not all a lost for Facebook since it owns Instagram, says Reuters marketing and advertising reporter Tim Baysinger. SOUNDBITE: TIM BAYSINGER, MARKETING AND ADVERTISING REPORTER, REUTERS, (ENGLISH) SPEAKING: "So Instagram is going to be very important for Facebook in 2017. They can use a lot of the same data and technology that Facebook uses, including targeting capabilities that are just a lot bigger than what Twitter has." Facebook's targeted ad selling machine has quickly become the envy of the web. Last quarter alone, it took in roughly $7 billion from ad sales, which was a 60 percent jump from the same three months in 2015. And it's using that expertise, along with the addition of video, to lure advertisers to the Instagram platform as well.