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Pathmatics Blog
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Which Brands Spent the Most on Social for Black Friday?

December 14 2017 by Jordan Kramer
It’s no secret that Black Friday and Cyber Monday sales surpassed expectations, leading to the largest online sales day in history. We recently looked at some of the top digital advertisers across categories leading into the shopping holiday, from Dyson to Air Canada, and how those brands were spending on display, mobile, and video placements. But, how were top advertisers leveraging social? 
Using Pathmatics panel-based social ad intelligence, we are able to see the top facebook mobile advertisers for Black Friday, the leading advertisers for the week and month, how retailers used opposing strategies, and more. Head over here to download the entire Black Friday Social Report.


The top Black Friday Facebook advertisers implemented different strategies to maximize the shopping day. Best Buy was the top Facebook advertiser for the month and focused spend on Black Friday previews, then shifted to desktop for day of deals. 
From November 1st through Black Friday, Best Buy led the charge on Facebook mobile to surpass top brands including Target, Domino’s Pizza, Microsoft, and the Hershey Company. The retailer’s creatives advertised BIG deals, encouraging consumers to “beat the Black Friday rush” with early savings. The promotions drummed up brand awareness while stirring up competition between rivals Walmart and Amazon. Leading into the week of Black Friday, the retailer reduced spend on social and shifted gears to display around November 19th. The agile strategy allowed Best Buy to target a range of consumers across digital platforms.
See how other leading brands like Target and Microsoft used social in their Black Friday digital advertising strategy by downloading the Black Friday 2017 Social Report.

Download the Full Report

This report reviews the top advertisers and spotlights the execution strategies of four advertisers.

  • The top facebook advertiser on Black Friday
  • Leading advertisers for the week and month
  • How Best Buy and Target execute opposite strategies
  • Explore Microsoft and Verizon Black Friday campaigns.

Download the Report

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About Author
Jordan Kramer

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.

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