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The brands spending big on digital ads as Christmas nears

New data from digital marketing intelligence platform, Pathmatics has revealed the top brands spending big on digital ads in Australia in the lead up to Christmas.

And it is expected December’s ad spend will increase this month, with brands spending big in the lead up to Christmas, with Facebook being the channel of choice capturing almost two thirds (72%) of all digital ad spend.

Eugene Du Plessis, Pathmatics regional director Australia and New Zealand said: “Consumer electronic and fashion brands saw the biggest increase in spend, with consumer electronics increasing its overall spend by 26% and fashion increasing by a massive 72% compared to last year. What’s also interesting is the mix of top spenders in recent weeks. It’s not just the big brands like Google and Samsung spending big but we are seeing smaller, local brands like BondiBoost and The Oodie get in the mix, and invest significantly in digital ads to reach consumers.

“Perhaps less surprising is the channels these brands are choosing to reach Aussies through with Facebook continuing to take the lion’s share of digital ad spend,” Du Plessis added.

Top 10 digital ad spenders in December

  • Google
  • eBay
  • Hewlett-Packard (HP)
  • Remarkable AS (digital notebook)
  • Fitbit
  • Samsung
  • Aftershock (PCs)
  • Garmin
  • Amazon
  • JB Hi-Fi Group

Top spenders by category — 1st December – 6th December 2021

Top 10 digital ad spenders in December

Top 10 digital ad spenders by category in December

Top 10 digital ad spenders in November

The biggest ad spenders during November (around Black Friday and Cyber Monday) were the following brands; Facebook again being the channel of choice for digital ad spend:

  • Google
  • eBay
  • Amazon
  • Hewlett-Packard (HP)
  • Apple
  • Step One Clothing
  • JB Hi-Fi
  • Samsung
  • Remarkable
  • Garmin

November was a big month for brands across consumer electronics, retail and fashion, with many brands increasing digital spend around the Black Friday – Cyber Monday period.

“Over the last few years, we’ve seen a significant increase in brands jumping on Black Friday and Cyber Monday specials and this year was definitely no different as brands spent big on ads to cut through the noise and grab the attention of Aussies,” Du Plessis said.

Top spenders by category — 1st November 2021 – 30th November 2021

Top 10 digital ad spenders in December

Top 10 digital ad spenders by category in November

“As we edge closer to Christmas and the infamous Boxing Day sales, we only expect brands to continue to increase spend as they seek to capture some of the whopping $23.9 billion Aussies are expected to spend on Christmas this month,” Du Plessis said.

Pathmatics launched in ANZ earlier this year. The data is collected via a panel of people, who have opted in to use an app to detect the ads they see in digital environments with Pathmatics applying a cost per mille (CPM – the cost an advertiser pays for 1000 views of an ad) obtained from Facebook’s public filings, or other public information, to estimate spend.

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