Australia's biggest Christmas ad spenders

Chris Pash
By Chris Pash | 10 December 2021
Credit: Rodion Kutsaev via Unsplash

Digital marketing intelligence platform Pathmatics has revealed the brands spending big on digital ads in Australia in the lead up to Christmas.

November was a big month across consumer electronics, retail and fashion, with many brands increasing digital spend around Black Friday and Cyber Monday.

The first week of December was another big one, with Facebook being the channel of choice capturing almost two thirds (72%) of digital ad spend.

Eugene Du Plessis, Pathmatics regional director Australia and New Zealand:  “Over the last few years, we’ve seen a significant increase in brands jumping on Black Friday and Cyber Monday specials and this year was definitely no different as brands spent big on ads to cut through the noise and grab the attention of Aussies. 

“Consumer electronic and fashion brands saw the biggest increase in spend, with consumer electronics increasing its overall spend by 26% and fashion increasing by a massive 72% compared to last year. What’s also interesting is the mix of top spenders in recent weeks. It’s not just the big brands like Google and Samsung spending big but we are seeing smaller, local brands like BondiBoost and The Oodie get in the mix, and invest significantly in digital ads to reach consumers. 

“Perhaps less surprising is the channels these brands are choosing to reach Aussies through with Facebook continuing to take the lionshare of digital ad spend.  

“As we edge closer to Christmas and the infamous Boxing Day sales, we only expect brands to continue to increase spend as they seek to capture some of the whopping $23.9 billion Aussies are expected to spend on Christmas this month.”

Top 10 digital ad spenders — December 1 - 6

  1. Google 
  2. eBay 
  3. Hewlett-Packard (HP) 
  4. Remarkable AS (digital notebook)
  5. Fitbit
  6. Samsung
  7. Aftershock (PCs)
  8. Garmin
  9. Amazon 
  10. JB Hi-Fi Group 

pathmatics 1

Top 10 digital ad spenders in November

The biggest ad spenders during November (around Black Friday and Cyber Monday) with Facebook again being the channel of choice for digital ad spend: 

  1. Google 
  2. eBay 
  3. Amazon
  4. Hewlett-Packard (HP) 
  5. Apple
  6. Step One Clothing
  7. JB Hi-Fi
  8. Samsung
  9. Remarkable 
  10. Garmin

pathmatics second

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus