While Apple is not required to separate advertising expenses from its Selling, General and Administrative (SG&A) expenses, this may come as a blow to many industry competitors. If you’ve been closely monitoring Apple’s ad spend and are looking for a way around this new barrier, we can help you out.
Using Pathmatics proprietary data, we pulled Apple’s year-to-date digital advertising spend from January 1 to December 31, 2016. This data is for Apple’s digital advertising across desktop, mobile, and video combined. Enjoy.
Apple’s Overall 2016 Spend
As the 18th highest digital advertising spender in 2016, Apple spent more than $78 million on digital ads. However, this massive budget doesn’t even come close to Apple’s 2015 digital spend of $131 million (January 1 – December 31, 2015).
A majority, 80 percent, of 2016 ad spend went to video advertising on desktop, with display/desktop at 17 percent and mobile at just 1 percent.
Apple's largest spend peak was on October 1, when the company hit nearly $20 million in spend. Video alone hit more than $13 million, while desktop also spiked at more than $5 million. Mobile and desktop even saw a small boost in spend. October was a big month in general for Apple, with campaigns for the updated Apple Watch Series 2 and the release of their new MacBook Pro.
Most of Apple’s advertising spend was direct (99 percent), with less than 1 percent going to complex media. Not surprisingly, with 80 percent of the budget invested in video advertising, 80% of the company’s spend went directly to YouTube.
The second and third top sites that featured Apple advertising were MLB.com, with just more than 8 percent of the spend share, and Vogue.com with a little more than 3 percent.
Apple's top creative in 2016, in terms of spend, was an advertisement for the iPad Pro, which appeared on YouTube, as well as a diverse array of music artists’ Vevo channels, from Eminem to Shakira. Apple spent more than $8.5 million on this ad distribution.
Apple’s second top creative hit just over $3 million in spend and features the Apple Watch Series 2. This ad appears on YouTube, as well as a variety of Vevo channels, including Rihanna, Nicki Minaj and, again, Eminem.
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Source: Pathmatics US Data, 1/1/16-1/31/16.
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