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January's Top Digital Advertisers

Jordan Kramer


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.

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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

Q4's Top Digital Advertisers 2016

Jordan Kramer


With the close of the Fourth Quarter, you may be experiencing the dreaded holiday hangover and a bit of a lighter wallet. But we're not the only ones, as many of the largest advertisers on digital feel our pain. The Fourth Quarter ended strong with over $1.8B spent on display advertising alone by the top 500 advertisers, up $228M from Q3. Auto and Retail made a strong showing with momentum from Black Friday, Cyber Monday, and year-end holiday sales. Amazon opened their coffers to invest in their network of original shows and content, so much so that they were the top digital ad spender across desktop, mobile, and video for Q4. Google AdX + AdSense delivered the most impressions across channels, making them the top digital partner for the quarter. 

Download the full Q4 Top Advertisers Report.
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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

December's Top Digital Advertisers

Jordan Kramer


Coming off record-breaking Black Friday and Cyber Monday shopping holidays, Amazon was December's largest advertiser by spend on digital, whopping out nearly $40M from December 1st - 31st. Several other top spenders continued strong digital advertising campaigns across device-types, like Merck & Co. and Procter & Gamble.

 
While it was the holiday season, Retail ranked as the third top digital category by impression volume for the month of December, beat out by Financial Services and Auto. The top ten digital advertisers by spend and impression across device-types represent a multitude of different categories, and strategies. See below for a look at the rankings and to download the December Top Advertisers Report in its entirety, click here.
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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

November's Top Digital Advertisers

Jordan Kramer

 

Black Friday and Cyber Monday may only represent two days out of the entire month of November; however, the value of those days was enough to bring a new category to the top of the digital advertising rankings. Retail advertisers went big during November, with the top 500 advertisers dropping $17B overall. Not so surprising if you were paying attention to your display, mobile+tablet, and pre-roll video ads over the last couple weeks. Chances are you have been getting teased with gifts, either for yourself or otherwise, every time you get online.

Retail not only led as the top digital category, but the category's top spending advertiser also ranked as the top digital spender overall. Where were Retail advertisers targeting and how were they buying? Read on for more insights including the category’s top spender, and the top sites for the category by spend and impression. Head over here to download the November Top Advertisers Report in its entirety.

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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

Black Friday & Cyber Monday: Which Retailers Spent the Most on Digital?

Jordan Kramer
We thought last year’s  Black Friday and Cyber Monday figures were big, but 2016 went even bigger. Earning the title of the “Largest Online Sales Day In History,” Cyber Monday raked in over $3.39B . Black Friday also exceeded expectations, going over the $3B mark for the first time in history, almost beating out Monday’s record-breaking numbers with $3.34B in sales . What does this mean for advertisers? They’re spending more, too
 

According to AdRoll, digital advertisers spent 17.9% more this year on Black Friday compared to last year. Retail was the top advertising category for the week of November 21st to November 28th, 2016 across desktop, mobile+tablet, and video channels. Read on to see the top five spenders for the Retail category, and how they were buying on digital.

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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

October's Top Digital Advertisers

Jordan Kramer

 

While you were getting your Halloween costumes ready, advertisers like Apple and Zulily were kicking off Q4 with huge digital advertising campaigns. Coming in as the top digital advertiser for the month of October, Apple Inc. put an emphasis on video, and had a major new product release to fuel spend. The Auto category continued strong, falling only to Financial Services overall, but led on video for the first time in 2016.

Finishing out the top three categories on digital was Retail, with a large presence on desktop led by Zulily. The online retailer dedicated over 95% of their digital budget for the month on desktop/display advertising, with the remaining 5% going towards mobile+tablet. Read on for more digital insights from the month, and download the free report detailing all of the cross-channel top digital advertisers here. 

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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

Q3's Top Digital Advertisers 2016

Jordan Kramer

 

The holidays may be creeping up quickly but we have officially made it through Q3 and now, the election ! During the final month of Q3, we saw one Presidential candidate   break into the top ten display advertiser rankings, but neither candidate spent enough to rank across any device channel for the entire quarter. Which brands did spend enough? Financial Services continues to be the top digital category, led in large part by Capital One Financial Corporation. Another financial advertiser, Geico, doubled their desktop and mobile spend from Q2 to Q3, leveraging them into the top ten digital spenders list for the quarter. Auto followed as the second top digital category with a new face in front: Ford. The US auto manufacturer took the top auto spot from Nissan, coming in as the seventh top digtal spender overall.
 
Our new Q3 Top Advertisers Report details not only the top digital spenders across desktop, mobile, and video, but also the top spenders overall.  Now you can get a high-level perspective of how the industry is buying, and who the top digital players are across device types. See which brands are spending the most on direct buys, and if their programmatic competitors are getting more impressions overall. Compare this to our impression rankings to see if the top spenders are really getting the most for their money. To download the free report in its entirety, click here.
 
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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

September's Top Digital Advertisers 2016

Jordan Kramer

 

Fall television shows are back in action - and no, I am not referring to the current Presidential debates and the fuel provided to the new season of SNL. But, in our recently released  September Top Advertisers Report, politics and entertainment collided in the digital advertising world. Marking the first time we've seen a Presidential candidate rank as a top ten spender across desktop, mobile, or video channels, Donald Trump shelled out serious digital dollars recently on display ads skyrocketing him past brands like Monster Worldwide. On the entertainment side, networks eager to promote new series raced to YouTube to launch homepage takeovers reminding possible viewers to watch the premieres. Services such as Hulu and SlingTV also made their way back up the rankings to coincide with the new return of Fall TV.
 
Only three advertisers ranked as a top ten spender across desktop, mobile, and video - one of which was State Farm. The insurance and financial services company used a multi-channel strategy to target several different audiences with different campaigns ranging from a Dave Matthews concert to a series of home catastrophes. Read on for more highlights from September’s top digital advertisers and download the full report here.
 
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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

August's Top Digital Advertisers 2016

Jordan Kramer

 

Between all of the football and pumpkin spice everything, it is beginning to feel like Fall! August was a huge month for some advertisers, like Netflix, trying to work their way into your Fall routine. The streaming platform put down some serious desktop advertising dollars for YouTube homepage takeovers during the month to promote their original series and movies. 
 
Other highlights for the month include Samsung's mobile strategy and Best Buy's video push. Samsung took advantage of mobile channels for the launch of their Galaxy Note S 7 during August, before pulling ads towards the end of the month ahead of a  recall announcement. Best Buy welcomed students to college with laptop and tablet filled pre-roll video advertisements, while also appealing to the parents with plenty of television creatives. Download our August Top Advertisers report to see all of the other top digital advertisers by spend and impression across channels, and read on for more highlights.
 
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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

July's Top Digital Advertisers 2016

Jordan Kramer

 

School is back in session and out-of-office replies are slowing down as industry gears are changing to prepare for Fall. But, before the leaves begin turning hues of orange and red, let's take a look back at which brands heated up the summer, on digital. In our new  July Top Advertisers Report, we now list the top ten advertisers by  spend and impression to help provide a more transparent view into the digital ecosystem.
 
July saw continued domination by the  Financial Services category across most channels, led by Capital One Financial Corporation, while Food & Drink advertisers ramped up on video. Auto was also a top category by impression volume, with Nissan standing out as the top spender. Additionally, Apple Inc. made large push for their iPhone device, coming in as the 4th largest spender on video. Read on for more insights and download the report in its entirety  here.
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Topics: Top Mobile Advertisers, Top Desktop Advertisers, Top Video Advertisers, Advertiser Reports

About Pathmatics

Pathmatics delivers video, display, mobile, tablet, & native ad intelligence to the worlds largest advertisers, agencies, publishers and ad tech providers. The company’s patent-pending PathSource Technology details the entire ad path a creative takes during the serving process, including all intermediaries. Pathmatics is headquartered in Santa Monica, CA and is backed by Upfront Ventures, BDMI and other leading venture funds.

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