Google and Uber spend up on Australian TV advertising, global study claims

Despite the rise of online channels, internet and tech companies have become big spenders on television advertising with Google, Amazon and Apple leading the shift to television, claims The Global TV Group.

The international group of television lobbyists, which includes Australia’s ThinkTV, found brands such as Amazon, Netflix, Expedia and Airbnb were relying on TV to build their presence with Google being particularly big spenders locally.

Citing Nielsen Adex, Global TV said Google increased its local TV ad spend by six times, reaching $11.3m, while Apple upped its spending by 17.4% to $20.2m.

Amazon, which launched its local campaign by TBWA this week, reportedly investment $3.2m, while Uber’s ‘Lets Dance’ campaign saw a spend of $3.4m.

In the US, Global TV reported the FAANG brands – Facebook, Amazon, Apple, Netflix and Google – had doubled their television spending between 2011 and 2016, with Apple spending US$561m in 2016, followed by Amazon with US$385m and Google with US$326m.

Kim Portrate, chief executive of ThinkTV Australia welcomed the figures, saying: “It’s wonderful to see some of the world’s fast-growing, most innovative companies investing more into TV advertising to grow their brands.

“These are some of the most iconic brands of our age embracing the power of today’s TV, an experience that is viewable on any screen at any time, to touch consumers with some of the finest creative executions around. The smartest brands know that TV reaches more people faster than any other media, is brand safe, generates the greatest return on investment and commands the most attention, which translates directly into sales. TV also partners beautifully with online-only media.”

Director of marketing, Google Australia and New Zealand, Aisling Finch added: “Like most marketers, we use a range of channels to achieve campaign objectives. We know that audiences engage with content across different platforms at different times, and marketers do the same.

“For campaigns such as the launch of Google Home we used a combination of radio, TV, cinema, print, outdoor and online channels including search, YouTube and social. In this campaign we found the combination of contextual media and creative drove stronger uplift.”


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