For some brands, mobile advertising is crucial to keying into their target audience. For others, the device-type represents a small slice of a cross-device strategy looking to touch consumers from every online format. Overall, $80B was spent on mobile advertising globally in 2016, and that number is expected to rise 31 percent in 2017.
Which brands have spent the most on mobile advertising during the first half of 2017? Here are the top five.
5 - Samsung
The electronics giant ranked as the fifth top mobile advertiser by spend, allocating almost 10 percent of their digital budget on the device-type. Mobile spend peaked in June with a large campaign push promoting the Galaxy S8 phone model.
Samsung released over 1,000 mobile display creatives during H1 2017, across an average of 658 sites per month. The brand preferred going direct to publishers, zeroing in on Walmart, Best Buy, and CNET as their top mobile sites.
4 - TurboTax
The Financial Services category represented the largest number of spend and impressions on mobile, undoubtedly with assistance from this brand. Thirteen percent of TurboTax’s digital advertising spend for the first half of 2017 went towards mobile display advertising.
The brand executed the majority of their ad budget during January and February gearing up for Tax Season. Releasing nearly 600 unique mobile creatives across an average of 657 sites per month, TurboTax favored direct buys. Top site destinations included Yahoo!, MSN, and Overstock.
3 - PepsiCo
The beverage company invested a large chunk of their digital advertising budget on mobile during the first half of the year - to the tune of thirty-six percent. PepsiCo launched 679 unique mobile creatives from January to June, focusing on sub-brands including Pepsi, Gatorade, Izze, and 1893.
Almost all of PepsiCo’s mobile budget was spent on direct deals, targeting Walmart, NFL, and Uproxx as their top sites. Overall the brand advertised on an average of 606 sites per month for the first half of the year.
2 - Procter & Gamble
One of the largest CPG companies in the world, Procter & Gamble ranked as the second top ad spender for mobile display advertising during H1 2017. Mobile spend accounted for fifteen percent of the company’s enormous digital advertising budget.
June was the top month for the brand that ran over 1,600 unique mobile creatives in total for the first half of the year. Spending the majority of their budget on direct buys, Procter & Gamble advertised on an average of over 1,600 sites per month, focusing their spend on top sites Walmart, Target, and Amazon.
1 - Clarus Commerce
The coupon and shopper loyalty brand that operates in the retail space, working closely with Walmart, CVS, and Redbox, is a major spender on mobile. Over ninety percent of the brand’s digital spend is directed towards mobile display.
Spend for Clarus peaked in January and March of 2017 with promotions for Walmart topping their creatives list. The highly targeted company works with only a few sites directly in order to run promotions including Walmart, Kohl’s, Redbox, and CVS.
To see the top overall digital advertising spenders for the first half of the year, head over here and don’t forget to download the latest Top Quarterly Advertisers Report.