Pathmatics digital ad spend data calculates the top 10 dropped $240m in 2021


Foxtel the biggest media company with digital ad spend of $17.5m

“2021 has seen another big uptick in Australian brands spending ad dollars on their digital marketing campaigns,” said Eugene Du Plessis, Pathmatics Regional Director ANZ.

With a large proportion of the country in and out of lockdowns, the consumption of digital media went through the roof, forcing marketers to retool and adapt to a predominantly digital world.

“Procter & Gamble took the top spot, investing approximately $30m this year on digital ads, tapping into consumer demand for home cleaning and hygiene products. Similarly, there’s a significant number of fast food brands in the top 20 including, Yum! Brands, Hungry Jack’s and Menulog, all reaping the benefits as Aussies took to online ordering during lockdown periods.

“It should come as no surprise that retail outlets like Woolies and Coles also took top places and were recently voted the most trusted brands in Australia according to the Roy Morgan risk report. This is testament to messaging in their ads this year, explaining shortages on essential items such as toilet paper during lockdowns and ads asking consumers to be respectful to staff during these periods.

“As we enter the new year, and hopefully the hardest parts of the pandemic are behind us, Pathmatics will continue to track these trends to see which industries and brands are spending and where, lifting the lid on what has arguably been the biggest digital marketing revolution in our time.”

Top 20 digital ad spenders: 1st January – 11 December 2021


About Pathmatics

Pathmatics is a marketing intelligence platform that provides users insights into digital ad spend, creatives and impression data empowering brands and agencies to understand their competitive landscape, minimise waste from their budgets, and make better marketing decisions.

Since its launch in the US 2011, Pathmatics has become a vital resource for the digital marketing industry. Globally it calls Nestle, MediaCom, Target, and Reddit, amongst its customers.

Pathmatics launched in ANZ earlier this year.

How is the data collected?

The data is collected via a panel of people, who have opted in to use an app to detect the ads they see in digital environments with Pathmatics applying a cost per mille (CPM – the cost an advertiser pays for 1000 views of an ad) obtained from Facebook’s public filings, or other public information, to estimate spend.

Top Financial services advertisers in 2021 – 1st January –  11 December 2021

Top Consumer packaged good advertisers in 2021 – 1st January –  11 December 2021


Top Pharma healthcare advertisers in 2021- 1st January – 11 December 2021

Top Non-profit advertisers in 2021 – 1st January – 11 December 2021


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