A decade in, and the programmatic industry is still struggling with a number of long-standing issues around transparency. Years of brand safety concerns, outright fraud, and murky metrics have formed the foundations of an opaque system in need of an overhaul. Brands and consumers alike are pressing for change and greater clarity.
Kicking off May of 2018, the Retail category dominated by relative frequency of impressions across display, mobile, social, and video digital advertising channels. Big ad spenders like WalMart, Target, Wish.com, and Amazon led the charge targeting top sites like Facebook and YouTube.
Almost 65% of digital ad spend for the Retail category in May was invested in social advertising. Chances are, if you are a Facebook user, you came across an ad for WalMart, Target, or Wish.com.
The Financial Services category followed, spending 54% of total monthly budget on desktop display and only 18% on social –which illustrates an entirely unique strategy and target community from the Retail category.
While Retail garnered 19.8 B relative impressions in May 2018, Financial Services wasn’t far behind with 17.7 B.
See below for a look at the rankings and to download the February Top Advertisers Report in its entirety, click here.
During Q2, over $2.7B was spent by the top 500 advertisers across desktop, mobile, and video. On desktop, direct buys fueled the majority of ad spend, but ad networks took in thirteen percent of spend and delivered 38% of display impressions. On mobile, ad networks represented fifteen percent of the total spend share for the top 500 advertisers and were responsible for 40% of mobile impressions.
Which ad networks raked in the most money and fueled the most digital impressions during Q2?
Over $2.7 billion was spent on digital advertising by the top 500 advertisers across devices during Q2 2017. Tax software companies faded off as their season came to a close, allowing room for other top ad spenders to climb to the top of the rankings. Samsung and LG heated up across digital, competiting neck-in-neck with each other by spend and impressions. Desktop buyers continuted to prefer direct deals, over programmatic, accounting for the majority of spend from the top 500 advertisers. And, Wix.com upped their digital presence with a huge desktop video push during Q2, gaining the brand 2.4B impressions.
See which advertisers had the biggest advertising budgets during the quarter with our exclusive Q2 Top Advertisers Report and read on for more highlights.
January brings winter weather to many parts of the United States, and the desire to escape along with it—if the ad spending of travel companies is any indication. Firms in this sector spent more than $67 million from January 1-January 31, 2017 on digital advertising. Top brands like Carnival Cruise Lines, Expedia and Disney jockeyed for eyeballs and attention across desktop, mobile and video, both by spending directly with advertisers and indirectly with ad networks.
Who reigned supreme in the quest for consumer attention? We looked at proprietary Pathmatics data to find out the top advertisers for this period.
Read on to pull back the curtain on January 2017 media brand ad spend.
New Year, new taxes to file! In January, brands such as TurboTax and TaxACTbegan their digital campaigns to kick off tax season, each attacking separate device types to gain brand awareness. TurboTax invested the most on digital out of the tax sector, coming in as the top digital spender overall across desktop, mobile, desktop video, and mobile video. The gloves are officially off as tax software brands battle it out until early April. What’s even more interesting is the spend patterns we identified below from the top tax spender.
Feature films had a big month on digital, with blockbusters such as XXX: Return of Xander Cage Movie turning to display advertising to ramp up awareness (and ticket sales) for the premiere. If you weren’t at the movies, travel brands were looking to target you on mobile video, ramping up presence on the device-type. Over $858M was spent on digital by the top 500 advertisers across devices, see which advertisers were spending the most in our exclusive January Top Advertisers Report, and read on for the top highlights.