Welcome to the New Year! If there's anything that December rings synonymous with, it's shopping. Holiday gift teasers were ubiquitous throughout the final month of the year with the top desktop advertiser releasing 1,276 unique creatives alone. Auto had a resurgence, as it regained the top category on desktop for the first time since October, while conquering mobile as well. Retail advertisers focused their money on video, and overall, dollars shifted away from direct purchases with the popularity of ad networks growing.
See below for the purchase channel breakdown of the top 500 desktop and video advertisers, as well as the top advertising categories and highlights. Download all of December's top digital advertisers, including top direct advertisers, here.
Auto Takes The Lead Across Desktop & Mobile
Source: Pathmatics US Desktop Data, 12/1/15-12/31/15.
Retail Tops Video, Pushing Financial Services Out Of The Top 3 Categories
Ad Network Usage Grows Across All Devices
The rise of ad networks and programmatic buying continues to grow, closing out December with growth of the purchase channel across all devices. Video direct purchases are down nearly 20% since October, making way for a 13% growth in ad network usage on video alone. The top ad networks favored by desktop advertisers are Google AdX + AdSense and Advertising.com. On mobile, brands are using Yahoo Sponsored Content and Advertising.com. Lastly, of the top video advertisers, Google AdX + AdSense and Yahoo Sponsored Content were the most popular partners.