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Who Topped Digital Advertising in Q1 2016? We Have the Answer.

Jun 15, 2016 1:00:00 PM


Which brands were the top digital advertisers across desktop, mobile and video in Q1 2016?

Which advertising categories were the most popular?

Finally, brands can gain full transparency into digital ad spending right now. Thanks to ad intelligence platforms, brands and advertisers can do things like:

  • See any brand’s digital buying strategy, detailing publisher direct deals, programmatic buys, and exactly what DSPs and ad networks they’re using.
  • Negotiate better programmatic and direct deals by assessing available inventory.
  • Audit ad activity to prevent ad fraud and avoid arbitrage, as well as ensure creatives are running on contracted sites through efficient purchasing channels.
  • Evaluate partners by seeing information on DSPs, ad networks and agency partners, including their top clients, publishers and if they’re working with your competitors.

Using our data, we compiled the Q1 2016 Top Digital Advertisers report. The report breaks down the top 10 advertisers and direct advertisers across desktop, mobile and video platforms in Q1 2016. It also details how impressions were purchased and which ad categories were most popular.

Here's what we found.

Who Were the Top Advertisers by Impressions Across Desktop?

The Q1 2016 Top Digital Advertisers report shows that the top advertisers by number of impressions across desktop were:

  1. Capital One
  2. TurboTax
  3. Verizon
  4. Procter & Gamble
  5. Toyota
  6. Comcast
  7. Sling TV (by Dish)
  8. Chevrolet Dealerships
  9. Dell
  10. Group Inc.

Combined, these top 10 spent nearly a quarter of a billion dollars on desktop digital advertising across ad networks, exchanges, DSPs and direct buys.


Top Advertisers by Impressions on Desktop — 1/1/2016 – 3/31/2016

Of these advertisers, Procter & Gamble, TurboTax and Capital One spent the most, and account for half of the total spend in Q1 among the top 10.

What Were the Top Advertising Categories Across Desktop?

The Q1 2016 Top Digital Advertisers report shows that the top advertising categories across desktop were:

  1. Telecom
  2. Financial Services
  3. Auto
  4. Retail
  5. Travel


Top Advertising Categories on Desktop — 1/1/2016 – 3/31/2016

In telecom, Verizon, Comcast, Sprint and T-Mobile were top spenders, paying between $11 million and $28 million each on desktop advertising. 

Financial services industry ad spend was led by Capital One, TurboTax and State Farm, which each paid between $20 million and $41 million in Q1 on desktop.

Among auto, Toyota, Nissan and Acura spent the most, buying between $14 million and $29 million of advertising each on desktop.

In the retail category, spending was dominated by Amazon, Zulily, eBay, Touch of Modern, and Walgreen Co. Each spent between $4 and $5 million on desktop ads. 

Travel was topped by Hilton Worldwide, MapQuest and Expedia, who spent between $4.5 million and $5.7 million across desktop.

Who Were the Top Mobile and Video Advertisers in Q1 2016?

The desktop stats above are just the beginning of what’s possible when using an ad intelligence platform like Pathmatics. The rest of the report breaks down which brands spent the most across mobile and video, as well as breaks down the top overall advertisers, top direct advertisers and top categories across desktop, mobile and video.

Are your competitors on the list? How does your brand stack up? Find out—download the full free report.

Which companies directly advertised the most during this period?
Jordan Kramer

Written by Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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