November always represents a big time in digital advertising, mostly due to the shopping holidays that fall during that time. Black Friday and Cyber Monday continue to break records for online sales year after year, marking an important and crucial moment for brands to target with their digital dollars. This year was no exception for retailers, electronics brands, and financial services advertisers.
Financial services is a consistent leader in terms of digital ad spend across device-types, and the category ranked number one by relative impressions for desktop display and mobile web. Where are Financial Services brands not putting their money? Video. Consumer electronics and software advertisers are beginning to dominate video on both desktop and mobile, with FinServ falling past other categories including Food & Drink, Arts & Entertainment, Auto, and Telecom.
Here’s a look at top-level highlights from our newly released November Top Advertisers report detailing the top brands by spend and impressions across display, mobile, and video.
Lending Tree Dominates Display
Online lending exchange Lending Tree continuously upped their display advertising spend throughout 2017 beginning with a serious ramp-up during July and August. The brand has always focused the majority of their digital budget to desktop display, which makes sense because consumers are more likely to pursue lending options from their computer as opposed to a mobile device.
What has changed about their display strategy is site targeting and creative execution. During November of 2016, Lending Tree counted CNN, MSN, and Yahoo! as their top sites by spend and impressions. Creatives were used to promote content and featured an image with a title for a company article such as “The fastest way to pay $10,000 in credit card debt.”
The brand also promoted creatives that detailed “Today’s Mortgage Rates” with a link for consumers to “Calculate Payment” that would direct them to a mortgage calculator to configure what they would pay in the current market. Clearly, these creatives provided the most ROI because the majority of Lending Tree’s display creatives in November of 2017 were all for the mortgage calculator campaign.
The success of the creative campaign then fueled site targets. Who needs a mortgage calculator? Consumers that are trying to buy a house. Where might those consumers be? Realtor.com. The publisher was not in Lending Tree’s site list during November of 2017, but a year later Realtor.com ranked as the brand’s top site consuming 40% of display spend. Lending Tree’s entire display strategy seems to have become much more refined and targeted over the last year as they determined where they are receiving the most benefit online.
Procter & Gamble continued to have a strong mobile strategy, promoting Braun Grooming as their top brand. As a company overall, P&G splits their budget fairly evenly across social, display, mobile, and video. For Braun specifically, budget was split between display and mobile to advertise a limited-time offer for electric razors at Walmart.
To see which brands targeted Facebook mobile during Black Friday in order to drive brand awareness, check out our recent Social Report.
November Top Advertisers Report
View the top brands by spend and impressions, in addition to strategy spotlights for advertisers that ranked highest per device-type, in the latest top advertisers report.