Pathmatics has revealed Australia’s biggest digital advertising spenders and where they spent their ad dollars over Black Friday and Cyber Monday – the biggest sales weekend of the year.
The numbers have been crunched, and revealed Australians stacked up a record-breaking $7.1 billion in sales for 2022, ranking fourth globally, according to the digital marketing intelligence platform.
As a result, Australian post is expected to deliver 52 million parcels between the Black Friday sales and Christmas Day, Pathmatics noted.
Pathmatics Black Friday/Cyber Monday digital ad spend summary:
• The retail industry was the biggest spender, with digital ad spend in this category increased by 60%($763,000, 2021 to $1,227,300, 2022)
• Myer spent the most on digital advertising this year, putting a total of $317,800 behind their 2022 digital ad campaign, an increase of 9%
• Officeworks came in second, spending big on a mix of Black Friday and Christmas sales, with an increased spend of 40% from 2021
• Surprisingly, financial services was the second top category for the sale weekend:
• Digital ad spend in this category increased by 6%from $539,500 in 2021 to $839,500 in 2022
• A large sum was spent on advertising ‘buy now pay later’ services, money-saving apps, spend tracking services and low-interest credit card options
• Top spenders in this category include Macquarie Group and Westpac’s Business Finance arm and Lending arm
• Digital ad spend in the computers and consumer electronics category increased by 4% from $613,600 to $1,549,000
• Second place to Google, JB Hi-Fi Group significantly ramped up their advertising efforts this year putting a total of $313,700 behind their campaign vs $35,000 in 2022. An increase of 796.2%
Tom Cui, managing director APAC at Sensor Tower, said of the trends: “Over the last few years, we’ve seen a significant increase in brands jumping on Black Friday and Cyber Monday specials.
“Although cost pressures are increasing nationally, this year’s digital ad spend remained high, as brands invested big to cut through the noise and grab the attention of Aussies.
“The high level of consumer spending over the Black Friday and Cyber Monday weekend has given brands a big confidence boost for the upcoming festive season and as we edge closer to both Christmas and the infamous Boxing Day sales, I expect brands to increase, or at a minimum, maintain, spend on digital advertising,” he said.
“With an anticipated whopping $63.9 billion due to be spent by Aussies during this period, this presents brands and marketers with an opportunity like no other to get in front of those looking to treat their friends, family and themselves,” Cui added.