Who Won Mobile Advertising in Q3 2017?

Dec 5, 2017 11:00:00 AM

With Pathmatics ad intelligence software’s proprietary data, we can see exactly how hundreds of brands spend their ad budgets over any given timeframe. This data can also be broken down by channel. A quick analysis of Q3 2017 data showed that mobile advertising is growing in importance. And according to research analyzed by Smart Insights, mobile ad spending is projected to grow by more than 20% in 2017 over the previous year.

We wanted to see how this trend is taking shape as the year progresses. To that end, we’ve broken down key insights from Q3 2017 across mobile display and mobile video channels to see which brands are succeeding on mobile.

Top Advertisers Across Mobile Display and Video

In Q3, a few brands invested heavily in mobile display advertising, garnering billions of impressions. 

The two biggest spenders in this time period were Procter & Gamble, which spent more than $21 million on this channel, and Clarus Commerce LLC, which spent more than $10 million. Samsung and PepsiCo came in third and fourth on the list, spending more than $7.7 million and $6.2 million respectively. That was several million more than any of the other top 10 spenders on the list.

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For that spend, Procter & Gamble generated nearly 1.4 billion impressions. However, Clarus Commerce LLC spent about half the money Procter & Gamble did, but generated less than a third of the impressions than Procter & Gamble.

Interestingly, Samsung and PepsiCo spent several million less than Clarus Commerce LLC and generated more impressions. Several brands lower on the list AT&T (#6), Progressive (#7), Amazon (#8) and Unilever (#9) all spent millions less than Clarus and generated more impressions.

The top advertisers across mobile video looked quite different than top advertisers across display. In fact, no advertiser in the top 10 of mobile display were in the top 10 spenders on mobile video. Apple dominated the list, spending more than $5.3 million for more than 294 million impressions. Group Danone and Geico rounded out the top three.

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Unlike the top spender list for display, impressions seemed to better align with budget spend. No lower-spending brand received more impressions than a higher-spending brand.

Top Mobile Purchase Channels Across Mobile Display and Video

Now that we’ve seen how much brands spent in Q3 2017, let’s take a quick look at where they spent it. Across mobile display, 77% of spend was direct. The highest indirect channel brands spent on was Google AdX + AdSense. Amazon captured 4% of brand dollars in Q3.

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When it comes to the impression spread across mobile display purchase channels, the numbers tell a different story. Though direct spend was 77% of all spend, the channel accounted for only 41% of all impressions. On the other hand, AdSense and Amazon seemed to be good value for money, costing just 10% and 4% of ad dollars respectively, but generating 22% (AdSense) and 14% (Amazon) of all impressions in Q3.

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These types of insights—and much, much more—are available at the click of a button with ad intelligence software. Learn more about ad intelligence software’s value in the article below:

What Is Ad Intelligence and How Can It Benefit Brands?


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Jordan Kramer

Written by 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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