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Top brands spend A$400m on digital ads in 2021
Digital media planning & buyingAustralia
Procter & Gamble, PepsiCo and Telstra accounted for more than a fifth of the A$400m spent by the top 20 digital advertisers in Australia in 2021, according to figures from digital marketing intelligence platform Pathmatics.
Why it matters
The details, published in the Australian Financial Review, highlight the shifts taking place in consumer lifestyles during the pandemic. Brand ad spending was directed into areas like home cleaning and hygiene products (P&G), snack foods (PepsiCo, Mondelez) and fast food (Yum! Brands, Hungry Jack’s), and telecoms (Telstra, Optus); supermarket chains (Coles, Woolworths) also featured significantly.
Financial services: 62% of the $214m spent on digital advertising went to Facebook.
CPG: 62% of the $170m spent went to YouTube.
Pharma: 57% of the $81m spent went to Facebook
Non-profit: 82% of the $27m spent on digital advertising went to Facebook.
“With a large proportion of the country in and out of lockdowns, the consumption of digital media went through the roof, forcing marketers to retool and adapt to a predominantly digital world” – Eugene Du Plessis, ANZ regional director at Pathmatics.