Top 10 biggest digital ad spenders in Australia this year: Pathmatics

New data from the marketing intelligence platform, Pathmatics, has revealed the top ten Australian brands when it comes to digital ad spend from 1 January to 5 October 2022.

Pathmatics APAC managing director, Tom Cui, told Mumbrella: “We’ve got a mixed bag of brands across a variety of sectors featuring in our top digital ad spends for 2022 so far.”

[click to enlarge] Australia’s biggest ad spenders so far this year.

“ Dropbox is a new entrant in the top ten and appears to have done a big digital advertising push from April through to August on Youtube to promote its latest campaign on how the platform helps to make work lives easier as working from home has become an ingrained part of employees’ lives across our nation.

“Woolworths has also been spending big this year as it fights off its competitor, Coles. Coles just missed the list sitting in 11th place. With consumer confidence remaining high despite a looming recession and the Christmas season soon to be upon us, now is a prime time for retail outlets to reach their audiences via digital ads. Research suggests that a large proportion of Aussies have already begun their festive shopping so they can spread costs over a number of pay packets. With this in mind, I expect Black Friday and Cyber Monday to be even busier than ever.”

Pathmatics has revealed the top 10 categories when it comes to ad spend this year (1, January 2022 – 21 October 2022).

“In terms of top categories, Financial Services has topped the list once again. This is backed by Sensor Tower data which has seen a surge in financial service-related app downloads this year. This correlates with the rising cost of living pressures with consumers requiring more visibility over their spending habits.

“CommBank has splashed over $22 million on digital ads since the start of the year in an effort to maintain the top spot for app downloads but the rise of neobanks appears to be hitting a peak with brands such as ubank, Up and Revolut seeing a big uptick in app downloads,” he said.


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