Pathmatics data reveals that the top 10 advertisers on over-the-top (OTT) platforms spent nearly $149 million on creatives in the United States between June 1 and June 30, up 8 percent month-over-month (M/M) from May. As advertisers like Geico and Procter and Gamble (P&G) have remained in the top advertising charts since January, we have also seen new advertisers emerge last month such as Meta and Nurtec. Let’s see how the top 10 advertisers and categories ranked on Hulu, Tubi, Peacock, Pluto TV, and Paramount+ between June 1 and June 30.
Geico was the No. 1 U.S. advertiser on OTT in June, spending $22.8 million on more than 100 creatives for the month, up 18 percent from May. Geico Bundles was the insurance company’s top brand, followed by Auto Insurance. In line with seasonal summer activities starting, Geico’s No. 3 top brand was Boat Insurance, with 11.5 percent allocated toward OTT spend for the month of June.
Meta, formerly known as Facebook, was the No. 4 advertiser with 57 unique creatives collectively exceeding nearly 566 million impressions. Although consumer habits are normalizing since the pandemic, a majority of the media company’s recent creative push showcases Meta Portal’s video-calling devices urging consumers to stay connected this summer. Meta also shared campaigns focusing on how personalized ads on their platform can benefit small businesses.
Carvana, an online used car retailer, appeared in the top chart again last month, expending roughly $15.8 million on OTT and garnering over 390 million impressions. Carvana allocated a majority of its digital budget toward OTT platforms, particularly gravitating towards Hulu with 69 percent of spend share, up 3 percent M/M from May. Compared to the previous month, Carvana spent more on Pluto TV, and spent less on Paramount+.
With personalized creatives being an integral part of digital advertising today, top brands in our analysis such as Geico and Meta have been implementing this style of storytelling in their advertising strategies, especially on Hulu with its comparatively younger audience.
Interested in even more OTT insights?
Read our previous post, “The Top 10 Advertisers on OTT for May in the U.S.” and see May's top advertisers and categories.
After she earned her BS in Business Administration and Marketing, Pam spent time in the non-profit industry developing skills in digital marketing and creating digital content for two years. She then made the transition to content marketing for San Francisco start ups.