Australia’s top 20 social media advertisers

Jason Pollock
By Jason Pollock | 16 January 2023

Australia’s top 20 social media advertisers invested 78% of digital advertising spend on social media platforms in H2 2022, according to data from digital marketing intelligence platform Pathmatics.

Of the top 20 companies, those over indexing on their social media allocation (>78%) include Google (96%), Telstra (91%) and Macquarie Group (90%). Those under indexing on their social media allocation (<78%) include Amazon (56%), McDonalds (61%) and Yum! Brands (63%)

Facebook is the most popular social platform, with the top 20 brands committing 63% of their social budget to it, compared to Instagram (27%), TikTok (7%) and Snapchat (3%). Meta takes close to 90% of the social media budget overall.

The retail industry has the largest digital advertising spend ($242,685,900) with 86% of this put towards social media advertising. This is followed by Consumer Packaged Goods ($183,775,600, 73%), Financial Services ($171,976,700, 71%) and Food & Drink Services ($164,669,700, 71%)

Eugene Du Plessis, Pathmatics regional director for Australia and New Zealand, said: “As budgets continue to tighten due to global and local economic downturn it becomes ever more important for advertisers, agencies and consultancies to understand the latest trends and how best to respond with more scrutiny being placed on making every dollar count. 

“With a unique set of benefits that traditional digital channels sometimes struggle to match, social media is expected to play an even bigger role in driving brand awareness, generating leads, and building closer customer relationships for 2023.

"These platforms allow for highly-specific targeting options and from what I've been told, is an easier process when it comes to running campaigns from a placement, payment and measurement perspective. 

“For the year ahead, it is likely that we will see a rise in engagement across TikTok in particular  - a platform which is growing in popularity and reaching millions of millennial and Gen Z Aussies every day.

"With the same audience demographic as TikTok, it will also be interesting to see how Snapchat performs and whether the platform will make a conscious effort to get in front of brands, advertisers, publishers, and investors to increase their prominence.

“We will be keeping a close eye on any fluctuations in the popularity of these platforms and how they stack up in the digital advertising sphere.”

Pathmatics social media ad spend 2

 Pathmatics social media ad spend 1

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