Snapchat and TikTok reach billions of millennial and Gen Z users every day and have changed the social media landscape for brands, advertisers, publishers, and investors. Today, we’re thrilled to share that ad intelligence for Snapchat and TikTok is now available in Pathmatics Explorer. Customers will have full visibility into how brands are including these platforms as part of their media mix, as well as how seasonal trends are affecting share of voice and creative strategies.
TikTok’s users aren’t the only ones singing DJ Khaled and Migos’ “major bag alert” in 2022. Since TikTok introduced TikTok for Business, advertisers have been investing massively in the platform that has quickly become a household favorite among Gen Z users. To that point, Pathmatics data shows that the top 10 advertisers on TikTok have spent more than $126 million on the platform between January 1 and May 1, garnering over 12.6 billion impressions. Let’s dive into the top advertisers on TikTok by ad spend and how they are building engaging ad content on the app to target their audiences.
Digital advertisers in the fintech industry are paying up for creative spots. Pathmatics data reveals that in Q1 2022, PayPal, Starling Bank, and Lloyds Banking were the top three advertisers by ad spend. Our new State of Fintech Advertising report, available now as a free download, analyzes the top fintech trends and advertisers in the United Kingdom between Q1 2019 and Q1 2022. In the Point-of-Sale (POS) System & Services category, PayPal’s POS ad spending increased 570 percent from less than $2 million in 2019 to $13 million in 2021.
Spring is the time of year when plant shops are at their busiest. From February to May, florists spend most of their time creating flower arrangements and shipping plants for Valentine’s Day, Easter, and Mother’s Day. As such, spring represents a crucial time for plant shops to set themselves apart from the pack. That’s no small feat, given the number of plant startups that have been sprouting up online in the last few years, each selling the same proposition: better flowers delivered quicker.
While drivers feel pain at the pump, record high new and used car prices only add insult to injury. According to a CarFax report, listing prices for used cars in January 2022 were up 40 percent year-over-year. The ongoing global microchip shortage is primarily to blame. Auto manufacturers cannot get their hands on enough chips to keep production lines running, contributing to the sharp uptick in used sales. The biggest players in the used car marketplace have been tailoring their messaging to reluctant buyers and eager sellers.
While retail advertising took a hit in early 2020 at the start of the COVID-19 pandemic, ad spend has fully bounced back and reached new heights in 2021. Our new State of Retail Advertising report, available now as a free download, looks at how top retailers in the United Kingdom are adjusting their ad spend and creative strategies in such a competitive and ever-evolving market. Outside of a small dip at the start of the pandemic, investment in Retail advertising has grown steadily in recent years. In 2021, retail advertisers spent $870 million, an increase
Pathmatics data reveals that March’s top 10 advertisers spent more than $136 million on Hulu, Pluto TV, Tubi, Peacock, Paramount+, and other OTT streaming services, with creatives garnering more than five billion impressions. The month’s top three categories were Financial Services, Health & Wellness, and Auto, which ranked in the top three for the first time overall. Let’s see how the top 10 advertisers were spending on OTT in the last month.
The COVID-19 pandemic dramatically changed our personal care routines. With many of us spending more time at home and wearing masks when we go out, consumers are swapping out full-face foundation and concealer for serums, oils, and creams. That’s great news for skincare brands, but it’s unclear how this trend will change as normal life resumes. We do know that big skincare and personal hygiene advertisers Curology, Neutrogena, and CeraVe have all been increasing their ad investments since 2021, so let’s see what has changed and just how much they’ve been spending from January through the first week of March 2022.
As traditional linear TV consumption continues to decline, OTT streaming providers such as Hulu, Pluto TV, Tubi, Peacock, and Paramount+ have seen significant growth, making them a go-to for advertisers and brands to reach audiences as they cut the cord. Pathmatics now tracks and breaks out this unique data, which shows—at a high level—that U.S. advertisers spend a combined average of $1 billion per month in their effort to reach consumers via OTT channels. Our new State of OTT Advertising in the U.S. report provides an in-depth analysis of the latest advertising trends on OTT, including those in the Financial Services and Food & Beverage categories specifically.
If it seems like your Facebook feed is suddenly full of diet and workout ads, you’re not imagining things. Pathmatics data from January 2022 tells us that fitness and weight loss brands like Noom, Peloton, and iFit have been investing heavily in Facebook ads. In fact, all three brands have spent more on this channel than any other in January 2022, and far more than they did in January 2021. So which devices are these three companies advertising on, and just how much have they beefed up their ad spend?
Like so many other industries, major league sports have shifted their advertising strategies to adapt to the ongoing pandemic. During the pandemic, major athletics went through a transformation, with most games canceled, postponed, or held to cardboard cutouts of adoring fans. While this disruption impacted athletes and fans alike, it also posed an even bigger challenge for the leagues' marketing teams. We'll dive into how professional sports leagues pivoted their digital advertising strategies during the pandemic.
For music lovers, Spotify is practically synonymous with music streaming. And for good reason: The streaming giant says it had 172 million paid subscribers and 381 million monthly active users as of October 2021 — more than any other music streaming service. Its closest competitors, Apple Music and Amazon, are more tight-lipped about their exact subscriber count, but media analyst Midia Research put them at around 79 million and 68 million, respectively. While Spotify reigns supreme, both Amazon and Apple Music have been making moves to attract new listeners.
Valentine’s Day is here, and love is in the air. At least, that’s the hope of dating sites that are taking aim at singles looking for a serious relationship. Data from our ad intelligence tool, Pathmatics Explorer, shows that the top 3 advertisers in the Dating category spent nearly $7M on digital ads from January 1 through February 1, 2022. Let’s take a closer look at how Match.com, eHarmony, and Tawkify advertised as Valentine’s Day approached this year.
Pathmatics now offers granular data directly from viewers on Connected TV (CTV) devices that show who’s advertising on subscription over-the-top (OTT) video platforms including Hulu, Pluto TV, Tubi, Peacock, and Paramount+. For example, Pathmatics Explorer reveals that Procter & Gamble (P&G) was the No. 1 advertiser across our supported streaming platforms from January 1, 2022 through January 15, 2022, spending more than $9 million with its creatives garnering over 353 million impressions.
As the U.S. continues to adapt to the COVID-19 pandemic, there is more attention than ever on the health and wellness space, from COVID vaccines to rapid tests. This ever-changing medical landscape made it essential for advertisers to quickly adjust their spending and creative strategies to keep up with the latest trends. Pathmatics has recently released new, deeper categories in Explorer, allowing you to find insights into Health & Wellness advertising like never before.
The end of 2021 marked the release of a huge batch of new games, including Final Fantasy XIV: Endwalker on December 7, and the eagerly-awaited Halo Infinite, which dropped on December 8. In addition to new releases from AAA publishers, there was also a flurry of new games from indie studios, including Loop Hero from Four Quarters and Anvil: Vault Breakers from Action Square.
Despite ominous headlines warning of ‘major toy shortages’, big retailers are gearing up for a record holiday shopping season. Walmart hired nearly 200,000 workers in the third quarter in anticipation for the holiday rush. Meanwhile, Amazon has said it will lay out several billion dollars to manage labor and supply chain shortages in the lead up to Christmas. Whether there will be enough Xboxes and Paw Patrol plushies for Christmas remains to be seen. However, we do know that Amazon, Walmart, and Target are all plunging ahead on their advertising to compete for shoppers’ hard-earned cash.
Following a record-breaking year for eCommerce, retailers are itching to get consumers to shop more than ever ahead of the holiday sale season. With a looming supply chain crisis, brands like Walmart, Kohls, Snapfish and more, have gone full throttle, encouraging consumers to buy earlier than ever this year. Since mid-October, digital ads have been popping up in droves on social media and the internet with familiar shopping adrenaline-triggering words: “Black Friday, Cyber Monday, Christmas.” Every brand has to take a unique approach with its digital ads to cut through the holiday madness.
Ski and snowboard resorts were one of the first business categories to take a major hit during the first wave of COVID lockdown orders in March 2020. Now, in 2021, industry demand has slowly but surely recovered as domestic travel edges back up to pre-pandemic levels. Today, we'll review how the top three advertisers in the Ski Mountains, Lodges & Resorts category from September until now have ramped up their advertising efforts to prepare for a highly anticipated 2022 winter season.
At the beginning of the pandemic, the automotive (OEM) category pulled the emergency brake and endured a long, uphill battle against supply chain shortages, operational hurdles, and disruptions to long-term development strategies. By April 2020, car sales in the U.S. plummeted by 47%. As we turn the corner to a new year, many of these consequences have since resolved themselves but have left permanent scars on the automotive industry.
