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Pathmatics’ top 10 Australian brands with biggest ad spend budget

New data from the marketing intelligence platform, Pathmatics, has revealed the top ten Australian brands when it comes to digital ad spend throughout H1 2022.

Menulog took the top spot with the majority of spend within the first few months of the year as fear of the new Omicron COVID-19 variant was high and consumers flocked to online food orders.

Furthermore, streaming platforms such as Binge and Kayo took home the second spot, seeing the highest investment in digital advertising in May following the news that Netflix was losing high volumes of long-term subscribers.

Shopify was the third highest spender throughout the period at a time when ‘the great resignation’ sentiment was high, with many Aussies looking to leave their jobs and pursue a side hustle or start their own business.

Financial services were the top category, spending an estimated total of $137 million in H1. Spend was at its peak in May and June when the RBA interest rates rose.

Meanwhile, the Victorian government also saw considerable digital ad spend at the start of the year with just under $4 million spent in January. This was predominantly focused on COVID-19 messaging. As Covid messaging became less of a priority throughout the year, spending progressively dropped, with its lowest point in June.

Source: Pathmatics [click to enlarge]

“Streaming platform, Streamotion (Binge & Kayo), took the second spot with digital ad spend peaking in May. This coincides with the news that Netflix was experiencing an increase in subscription cancellations, with Streamotion targeting the mass of customers looking for alternative streaming platforms. Sensor Tower data reinforces this trend, with Binge & Kayo featuring as the best performing streaming app in the entertainment category in terms of revenue in Australia over the past year.

“With economic pressures mounting and many Aussie consumers feeling the pinch on their purse strings, we saw the financial services category come out top for digital ad spend during the first half of the year. Spikes in ad spend can be seen in May and June as interest rate rises were announced. Ad messaging centred around financial support for consumers who may be struggling to navigate the aftershocks of these rake hikes. As we buckle in for the second half of the year, Pathmatics will continue to track key events and corresponding ad trends, lifting the lid on which industries and brands are spending big.”

Financial Services spend throughout H1, seeing a steady rise in activity following the RBA interest rate rise in May and continuing to its highest point in June.

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