When it comes to top advertisers in Q3 2017, proprietary data from Pathmatics reveals some interesting insights.
Similar to Q2, the financial services industry still holds the reigning spot as highest ad spender, once again followed by computers and consumer electronics. However—coming in third—retail spend exceeded that of food and drink and media in Q3. We expect to see retail up its budget as we head into the holiday season.
In comparing brands across all trades, Samsung surpassed both Procter & Gamble and Geico to take the lead as top direct spender in Q3. And, in an ongoing trend, we continued to see most advertisers buy direct deals over programmatic advertising (80%).
Read on for highlights of Q3’s advertisers with the biggest ad budgets.
Samsung Launches New Product, Bumps
Up Ad Spend
Samsung released the Galaxy Note 8 mid-September, and the tech company’s digital ad budget reflects it.
Samsung ranked at the top of the list for spending among all advertisers in Q3, with $78 million of their total $80 million spent on direct advertising. The tech giant increased its ad spend by upwards of $23 million as compared to Q2, and earned the top spot for advertising through desktop display.
YouTube remained the top site for Samsung in Q3 as the tech company increased spending on the video-sharing website by 9% from Q2. However, impression volume fell by nearly 5%. ESPN ranked behind YouTube and captured 14% of Samsung’s ad spend, while Mashable claimed the third spot (4% of ad spend).
Desktop display controlled the majority of Samsung’s Q3 spending, averaging a daily spend of $642,000—compared to Q2’s $460,000 average daily spend.
Financial Services Remains the Top
The financial services industry continues to spend more money on digital advertising than any other trade. Geico leads all financial service companies in direct advertising, even after decreasing its total spend by an estimated $20 million. LendingTree increased its third quarter budget by upwards of $20 million to jump 20 spots, right behind Geico.
American Express followed LendingTree and increased its direct ad spend by 4% in Q3. AMEX also boosted its impressions to 7%, as compared to 3% in Q2.
Most Advertisers Continue to Buy Direct
Direct advertising continues to be the main source of spending across all advertisers in Q3. In fact, direct made up 80% of spending across all platforms. Mobile display accounted for 77% of spending, while desktop claimed 75% in Q3.
Interested in learning more about all the trends and spending that occurred in Q3? Check out our ad intelligence platform.
An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.