Facebook still reigns for advertisers as Meta takes nearly 90% of social budgets: Pathmatics

In the past 6 months Facebook landed 63% of social media budgets across Australia’s top 20 digital advertisers, according to new figures from Pathmatics, while Instagram took 27%, TikTok 7% and Snapchat 3%.

This means Facebook and Instagram’s parent company, Meta, netted close to 90% of the social media budgets across those advertisers.

[click to enlarge]: *percentage social indicates the total percentage of digital advertising budgets allocated to social media platforms including Facebook, Instagram, TikTok and Snapchat

For the entire digital advertising budget the top 20 brands invested 78% on social media platforms in H2 2022, while only committing 22% to traditional digital channels (such as web and mobile sites).

Among these brands, those that over-indexed social media allocation included Google (96%), Fever Labs (96%), Telstra (91%) and Macquarie Group (90%), while the under-indexed included Amazon (56%), McDonald’s (61%) and Yum! Brands (63%).

Woolworths led the way as the top social media advertiser, while Coles did not appear in the top 20. Nevertheless, Pathmatics data found Coles to have a similar percentage allocation of social and traditional digital channels with 71% going to social compared to Woolworths (79%).

Fever Labs, a global live entertainment company, prominently allocated 96% of its digital advertising to social media, promoting tickets to “secret and unknown” local attractions.

[click to enlarge]: * Australia data for desktop display across browsers, mobile display across browsers, mobile video, desktop video, facebook app, instagram app, tiktok app and snapchat app. It does not include search and any websites that require a login. ** App data via Australian panels for Facebook, Instagram, Snapchat and TikTok

When it comes to industry sectors, the retail industry has the largest digital advertising spend ($242 million) with 86% of this attributed to social media advertising.

It is followed by Consumer Packaged Goods ($183 million, 73%), Financial Services ($171 million, 71%) and Food & Drink Services ($164 million, 71%).

Pathmatics regional director ANZ, Eugene Du Plessis, said: “With a unique set of benefits that traditional digital channels sometimes struggle to match, social media is expected to play an even bigger role in driving brand awareness, generating leads, and building closer customer relationships for 2023.

“These platforms allow for highly-specific targeting options and from what I’ve been told, is an easier process when it comes to running campaigns from a placement, payment and measurement perspective.

“For the year ahead, it is likely that we will see a rise in engagement across TikTok in particular – a platform which is growing in popularity and reaching millions of millennial and Gen Z Aussies every day.

“With the same audience demographic as TikTok, it will also be interesting to see how Snapchat performs and whether the platform will make a conscious effort to get in front of brands, advertisers, publishers, and investors to increase their prominence.”


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