Internet giants Google, Microsoft, Facebook spent hundreds of millions on ads last year

GoogleGoogle added more than $100m to its ad spend last year, reaching $350m spent advertising its products and services. This figure is up from $232m in 2015.

According to Kantar Media, as reported by MediaPost, Google’s investments went to display, search, mobile, online video, TV, print, and out-of-home (OOH).

Meanwhile, internet rival Microsoft spent $746m in 2016, up from $700m year-on-year (YoY). Microsoft search engine Bing spent nearly $7.8m in Google during 2016, up from $5.6m in 2015. Google also buys advertising on Bing but the amount spent is unknown.

Both Google and Microsoft also invested heavily in TV. Google spent $260m in 2016 – up from nearly $180m YoY. Microsoft, on the other hand, spent $506m – up from nearly $472m.

LinkedIn, Microsoft’s professional social network, invested 80 per cent of its $2.2m TV ad spend – or about $1.7m – on one ad during the Oscars.

To keep pace with Google and Microsoft, Facebook has to massively increase its ad spend last year. Mark Zuckerberg’s social network increased digital investment by 260 per cent to $80.7m. Of this amount, around 64 per cent – or $51m – was spent to promote Facebook Live. Facebook also invested $47.5m in TV in 2016.

Of the other popular social networks, Twitter was the only one that lowered its investments – investing 70 per cent less in marketing in 2016 at $9.2m. Elsewhere, Snapchat nearly doubled its ad spend to $3.2m, and Pinterest’s rose slightly to $2.1m