Some 71% of marketers are seeking alternatives to advertising online with Facebook and Google as they become more concerned with how the two control trends and business models. Recent reports suggest that marketers are looking at Amazon, for example, as an alternative, reported MediaPost.
Findings from a study — the 2018 Location-Based Marketing Report, published this week by location-based firm Factual — cite access to data as a major concern. Among the 700 marketers from brands and agencies surveyed, 92% have one or more concerns about Google and Facebook, said MediaPost.
Factual commissioned Lawless Research to survey location data buyers in the United States in a quest to discover how companies use location data for marketing and what features are most important. They also wanted to know their thoughts on Google and Facebook in terms of the shrinking ability to access data.
U.S. companies spent $17.1 billion on location-targeted mobile advertising in 2017, according to BIA Advisory Services. And although marketers will have less access to some data in the future, BIA estimates advertisers still will increase spending to $26.5 billion in 2019, according to MediaPost.
Some 38% of marketers say their top concern is receiving false impressions, followed by 36% who cite transparency and 36% who cite pricing. More here.