Facebook Report: US H1 2019 BROUGHT TO YOU BY Introduction With Pathmatics Explorer, analyzing Facebook advertisers in the United States has never been easier! This year we have composed similar reports for countries like Germany, Canada and the UK in order to benchmark which advertisers top the charts in each region—and if there are any significant overlaps. Data from Pathmatics Explorer, United States only, 1-1-19 through 6-30-19. Accessed 9-2019. 2 | Facebook Report: US Facebook in the US YTD 2019 A majority of top advertisers on this list for the US 140 Million partake in similar creative strategies; brands are implementing more hashtags, emojis as well as 120 Million moving their business towards environmental sustainability. This strategy is most likely in an effort to 100 Million reach one of the largest target markets in this digital age: Millennials. 80 Million All data in this report is collected from Pathmatics 60 Million Explorer, January 1, 2019 - June 30, 2019. At the date of publication, Pathmatics Explorer collects data across 40 Million desktop display, desktop video, mobile display, mobile video, native, and Facebook. This report explicitly 20 Million reviews Facebook advertising. 0 Data from Pathmatics Explorer, United States only, 1-1-19 through 6-30-19. Accessed 9-2019. 3 | Facebook Report: US Top US Facebook Advertisers of 2019 The monster brand’s creative strategy primarily utilizes Link Post ads—spending over $22 Million on this type of ad—to promote their web services like Amazon Prime, and Amazon Echo (the company’s smart house device, personal assistant, #10 and speaker). Amazon Creative Type Breakdown Amazon goes further, implementing hashtags and popular Prime TV posters like The Marvelous Mrs. Maisel, Transparent, Link Post $22.9 M Spend: $48.5 Million + and Catastrophe,’ to engage larger audiences and Video Post $11 M encourage a bigger viewership of Amazon Prime’s original Carousel Post $6.8 M Impressions: 4.8 Billion + shows and movies. Unknown Post Type $6.3 M Unique Creatives: 6k + Status Post $1.6 M The brand allocates about 35% of their digital dollars on Other $139 K Facebook, spending over $48 Million in the first half of this year. Targets: Males; iOS Users Looking toward the second half of this year, Amazon appears to be on a slight downward trend, spending 8% less in August First up on this year’s list of top US advertisers is everyone’s favorite delivery service Amazon! of this year than August of 2018. Amazon—considered one of the ‘Big Four’ technology companies along medium-sized businesses and promote sustainability practices to with Google, Apple and Facebook—has created more than 125 jobs in protect the environment, it’s no surprise Amazon has made it on this the US every day over the last 5 years, investing over $100 billion in the US year’s list of top advertisers in the US. alone according to their website. In efforts to empower small and Data from Pathmatics Explorer, United States only, 1-1-19 through 6-30-19. Accessed 9-2019. 4 | Facebook Report: US The monster brand’s creative strategy primarily utilizes Link Post ads—spending over $22 Million on this type of ad—to promote their web services like Amazon Prime, and Amazon Echo (the company’s smart house device, personal assistant, and speaker). Amazon goes further, implementing hashtags and popular Prime TV posters like The Marvelous Mrs. Maisel, Transparent, and Catastrophe,’ to engage larger audiences and encourage a bigger viewership of Amazon Prime’s original shows and movies. The brand allocates about 35% of their digital dollars on Facebook, spending over $48 Million in the first half of this year. Looking toward the second half of this year, Amazon appears to be on a slight downward trend, spending 8% less in August of this year than August of 2018. Amazon—considered one of the ‘Big Four’ technology companies along medium-sized businesses and promote sustainability practices to with Google, Apple and Facebook—has created more than 125 jobs in protect the environment, it’s no surprise Amazon has made it on this the US every day over the last 5 years, investing over $100 billion in the US year’s list of top advertisers in the US. alone according to their website. In efforts to empower small and Data from Pathmatics Explorer, United States only, 1-1-19 through 6-30-19. Accessed 9-2019. 5 | Facebook Report: US #9 Next up on our list is Wells Fargo. Headquartered in San Francisco, California, Wells The world-wide financial brand channels a whopping 83% of their Wells Fargo & Company Fargo is the world’s 4th largest bank by market capitalization and the 4th largest social spend towards Facebook. Earlier this year in April, Wells Fargo bank in the US by total assets. increased spending in alignment with other large card issuers like Spend: 52 Million + AmEx and Capital One, channeling their social spend towards Wells Fargo’s creative strategy takes the more traditional route, implementing paying social ‘Influencers’ to promote their financial services on Impressions: 5 Billion + conventional imagery of the company’s products, or apps, and messaging that various platforms as a strategy to reach younger customers, reinforces the company’s vision. However, the big name bank takes advantage of according to an article by The Wall Street Journal. Unique Creatives: 2 k + the new digital age, by focusing their creative strategy primarily on Link Post ads (47%). However, Wells Fargo steps outside the norm and also utilizes The reason for this shift toward social? The next generation of Targets: Males; Android Users Carousel Post ads (41%) in the promotion of their mobile app! consumers is pegged for their high spending tendencies on travel, dining, and entertainment, making them prime targets for credit-card issuers. Creative Type Breakdown Link Post $24.4 M Carousel Post $21.5 M Video Post $7 M Other $64 K Next up on our list is Wells Fargo. Headquartered in San Francisco, California, Wells The world-wide financial brand channels a whopping 83% of their Fargo is the world’s 4th largest bank by market capitalization and the 4th largest social spend towards Facebook. Earlier this year in April, Wells Fargo bank in the US by total assets. increased spending in alignment with other large card issuers like AmEx and Capital One, channeling their social spend towards Wells Fargo’s creative strategy takes the more traditional route, implementing paying social ‘Influencers’ to promote their financial services on conventional imagery of the company’s products, or apps, and messaging that various platforms as a strategy to reach younger customers, https://www.wsj.com/articles/c reinforces the company’s vision. However, the big name bank takes advantage of according to an article by The Wall Street Journal. redit-card-issuers-boost-spen the new digital age, by focusing their creative strategy primarily on Link Post ding-on-social-media-ads-115 ads (47%). However, Wells Fargo steps outside the norm and also utilizes The reason for this shift toward56011801 social? The next generation of Carousel Post ads (41%) in the promotion of their mobile app! consumers is pegged for their high spending tendencies on travel, dining, and entertainment, making them prime targets for credit-card issuers. Data from Pathmatics Explorer, United States only, 1-1-19 through 6-30-19. Accessed 9-2019. 7 | Facebook Report: US T-Mobile’s creative strategy substantially focuses on Link Post ads (84%), where a majority of creatives promote the company’s digital services, features and new products, such as the Iphone XR and the Iphone One Plus 7pro. In addition, the major brand incorporates hashtags, like “#Uncarrier,” #8 in the promotion of their products, and interestingly, tackles the news of their $26 Billion merger with Sprint head-on, in a series of ads about the upcoming changes. In the eighth spot on this year’s list of top US advertisers for the first half of 2019 is T-Mobile T-Mobile. Covering 99% of Americans with their 5G network, the telecommunications In comparison to last year, T-Mobile has increased their spend by over half of last year’s expenditure in 2018—a 110% increase in T-Mobile’s social spend. company stands by their tagline of “Changing wireless for good,” taking action in Spend: $53 Million + support of disaster relief efforts, renewable energy initiatives, career assistance, This year, T-Mobile has designated 78% of the company’s digital dollars towards Facebook. This past April, data from Pathmatics Explorer reveals a community support for service members and families and much more! Impressions: 5 Billion + 45% drop in T-Mobile’s social spend followed by a rapid spend increase in May. This skyrocket in the brands social spend is most likely in relation to ‘ https://www.whistleout.co Un-carrier,’ the partnership of T-Mobile and Sprint’s networks ultimately delivering unprecedented high service revenues, as relayed by a recent A recent article from Whistle Out reveals why many customers love T-mobile; from m/CellPhones/Guides/t-m T-mobile press release. Unique Creatives: 2.9 K + offers encompassingobile-cell-phone-plans-p sold coverage, all-inclusive pricing (including taxes and fees), to low-cost unlimitedros-and-cons plans, international perks AND a Netflix subscription on Targets: Males; Android Users multi-line plans, what’s not to like? Creative Type Breakdown Link Post $44.6 M Video Post $4.4 M Carousel Post $2.1 M Unknown Post Type $1.2 M Status Post $817 K Other $218 K Data from Pathmatics Explorer, United States only, 1-1-19 through 6-30-19.