This chart shows where audiences are accumulating by number of users and average amount of time spent. Multiply the two together and you have total number of hours spent by property, which is a rough proxy for the size of the advertising opportunity.
New advertising platforms are best for startups when they are growing from big to very big. When they become huge traditional brands move in driving prices up and they become less useful.
For most startups these days Facebook is best whilst it’s harder to make the customer acquisition costs vs life time value equation work on Google. CPCs have held steady at Facebook over the last year, and even declined in ecommerce, but it’s only a matter of time before they go up from their current average of $0.53 (ecommerce $0.43).
Looking at the chart above you’d expect Whatsapp, Snapchat, YouTube and Gmail to be the next places for startups to go, but none of these has really opened up their platforms well yet. Amongst the smaller players Twitter is perhaps the most advanced with it’s ad platform, but as you can see the product of their audience size and time spent is not that significant.
Thanks to Tom MacThomas, our Head of Marketing, who helped with this post.