instagram no filter v4 final ju… · on instagram, q2 2020 donald j. trump for president $40 m...

Top Advertisers.Instagram

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2 | INSTAGRAM REPORT: TOP ADVERTISERS. NO FILTER.

All data from Pathmatics Explorer as of 6/15/2020. Data for Instagram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.

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Here's how top advertisers arespending on Instagram.It’s finally here! Introducing Instagram data for the US! One of our most requested channel updates, Pathmatics is now the only advertising insights platform to offer the social network, which accounts for 32% of overall social ad-spend. But even more impressive, advertisers are expected to spend more than $76 Billion on US Instagram between 2020-2022, growing 18% to 122 million users in that time period - faster than Facebook, Twitter, Snapchat and Tumblr. Now, you can get data on sponsored video, photo, link and status ads as well as spend from sponsored story posts.

Read on to check out our findings.

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A look at the top 100 advertiserson Instagram, Q2 2020

Donald J. Trump for President

$40 M

Mike Bloomberg

2020$45 M

Home Depot$44 M

Purple$44 M

Dell$27 M

IBM$28 M

Eli Lilly$23 M

Google$25 M

Grammarly$75 M

Domino’s Pizza

$33 M

McDonald’s$28 M

Spectrum (Charter)

$37 M

Home Box Office (HBO)

$57 M

JPMorgan Chanse

$28 M

eBay$28 M

SC Johnson

& Son$31 M

Capital One

Financial$30 M

E-TRADE$44 M

Apple$76.9 M

Samsung$52 M

H&R Block$43 M

TaxACT$43 M

P&G$173 M

Unilever$45 M

The Hershey Company

$42 M

Nestle$37 M

PayPal$96 M

SquareSpace$44 M

Comparisons.org$25 M

Yum! Brands$39 M

Carvana$22 M

Bayer Healthcare

$23 M

USAA$59 MFacebook

$29 M

The Wall Street

Journal$27 M

Wells Fargo$29 M

Nike$30 M

CBS$116 M

Walmart Stores$61 M

Wayfair$54 M

AARP Services

$22 M

The New York TimesCompany

$29 M

Amazon$141 M

Pfizer$49 M

Adobe Systems

$40 M

Starz Entertainment

$61 M

Kellogg Company

$21 M

Mondalez International

$22 M PepsiCo$22 M

MillerCoors$24 M

General Mills$28 M

Netflix$35 M

Disney$309 M

Hulu$76 M

Quibi$25 M

The Clorox Company

$35 M

Target$36 M

Ancestry.com$46 M

Perspective-Media LTD

$4 M

Lending Tree$22 M

Verizon$45 M

Sprint$47 M

AT&T$64 M

Progressive$95 M

Geico$120 M

Expedia$49 M

U.S. CensusBureau$79 M

Hyundai$28 M

Toyota$32 M

Starbucks$24 M

American Express

$23 M

Wish.com Shopping

$24 M

CVS$24 M

Best Buy $25 M

Allstate$26 M

AdaptedMind

$23 MComcast

$64 M

Nutrisystem$29 M

CDC$35 M

Wix.com$33 M

Sirius XM Radio$48 M

State Farm$52 M

Liberty Mutual$38 M

Microsoft$58 M

T-Mobile$23 M

Uber Technologies

$27 M

Zerimax Media$5 M

NFL Enterprises

$22 M

Lexus$22 M

Ford$24 M

Subaru$25 M

GoDaddy.com$39 M

The Montley

Fool$40 M

TurboTax$50 M

ChimeBank$24 M

Sony Games$23 M

GlaxoSmithKline$37 M

Biden For President

$24 M

Arts & Entertainment

Auto

Computers & Consumer Electronics

Consumer Packaged Goods

Financial Services

Food & Drink

Media

Other

Pharma & Healthcare

Software

Telecom

Retail




With the ever-growing number of social networks, advertisers look to users and demographics to allocate ad budgets, so, audience is key. Facebook, the goliath of social networks, maintains 69% of US adults with active accounts, while Twitter and Instagram boast 22% and 37% respectively. But the coveted 18-29 demographic tells a slightly different story. While Facebook still outmatches anyone else with 79% of their total users in that demographic, Instagram can’t be discounted with 67% of their users in the 18-29 range. And with Instagram’s predicted growth, advertisers are taking notice. So, let’s dive in!

Adding To Your Friends ListFacebook v. Twitter v. Instagram





vs vs

vs vs

US Adults Age 18-29

38% 67%79%

All US Adults

22% 37%69%




With the explosion in Instagram spend, we took a look at all categories, singling out CPG, Retail, Arts & Entertainment, and Food and Drink as the top verticals.

The Food and Drink category tops our list with an average daily spend of $4.1 million in Instagram, 50% more than Facebook, and is 35% of the category’s total spend YTD.

We found similar trends in both the Retail and CPG categories. Instagram tops channel spend in each, however, Facebook and Desktop Display aren’t far behind in Retail, with a nearly even 28% and 22% respectively. CPG adds Desktop Video as the runner up in it’s category.

Category Insights





Overview for Food & Drink

Daily Spend

Average Daily Spend: $4,117,700

$5.5 M

$4.5 M

$3.5 M

$2.5 M

$1.5 M

$500 K

4/15 4/24 5/3 5/12 5/21 5/30 6/7

Overview for Retail

Daily Spend

$2.5 M

$1.5 M

$500 K

Desktop Display$92 M

Mobile Display$5.1 M

Mobile Video$697 K

Desktop Video$54 M

Facebook$5 M

Twitter$5.3 M

Instagram$30.4 M

4/15 4/24 5/3 5/12 5/21 5/30 6/7

32%

28%

13%

4%

22%

1%




The Arts and Entertainment industry diverges from our top category trends, as Desktop Video and Facebook spend leave Instagram in third.





Overview for Consumer Packaged Goods

Daily Spend$2.6 M

$2.2 M

$1.8 M

$1.4 M

$1 M

$600 K

$200 K



Mobile Video$697 K

Desktop Video$54 M

Facebook$5 M

Twitter$5.3 M

Instagram$30.4 M

4/15 4/24 5/3 5/12 5/21 5/30 6/7

38%

3%

24%

25%

7% 3%

Overview for Arts & Entertainment

Daily Spend$2.6 M

$2.2 M

$1.8 M

$1.4 M

$1 M

$600 K

$200 K

Desktop Display$28.7 M

Mobile Display$7 M

Mobile Video$298 K

Desktop Video$85.1 M

Facebook$57.5 M

Twitter$3.8 M

Instagram$52.6 M

4/15 4/24 5/3 5/12 5/21 5/30 6/7

22%

2%

24% 36%

3%12%

1%




From Taco Bell to KFC to Pizza Hut, Yum! Brands leads the category as the #1 spender on Instagram, barely edging out Domino’s Pizza. With an average daily spend of over $100k we can even see how our current atmosphere is affecting the brand’s advertising, as spikes in late April could be attributed to the coronavirus and the need for food delivery, as dine-in services were cut off. Similarly, with the current protests for inequality, the advertiser shows a major drop-off at the beginning of June, choosing to decrease it’s digital advertising during this period.

Keeping with our current sign of the times, we can also track historical markers through their creatives, as all of their brands are prioritizing safety with contactless delivery, free delivery, and open drive-throughs.





Advertiser Insights

Overview for Yum! Brands

Daily Spend

Average Daily Spend: $110,800

$260 K

$220 K

$180 K

$140 K

$100 K

$60 K

$20 K

4/15 4/24 5/3 5/12 5/21 5/30 6/7

Food & Drink: Hungry for Likes




Coming in at #3 in the Food and Drink Category is Starbucks. Seeing similar trends in spend as Yum! Brands, Starbucks maintained steady spend with larger spikes in May as stay-at-home orders were extended throughout much of the country. However, their dropoff was a bit more dramatic as they cut their Instagram spend to $0 on June 2nd, in solidarity with the George Floyd protests, which were quickly gaining traction throughout the nation. And as most of this vertical released creatives prioritizing safety, Starbucks also tried to maximize consumer reach, offering cross promotions with Uber Eats.

Retail: If you sell it, they will come!

Overview for Amazon.com

Daily Spend

$1.4 M

$1 M

$500 K

$200 K



Mobile Video$697 K

Desktop Video$54 M

Facebook$5 M

Twitter$5.3 M

Instagram$30.4 M

4/15 4/24 5/3 5/12 5/21 5/30 6/7

28%

11%21%

8%

31%

You can’t itemize a retail list without Amazon.com, so it’s no surprise that our #1 advertiser in the retail category is the online giant. With multiple products and digital services, Amazon’s total spend between mid-April and our date of publication is over $53 million in all channels. But it might surprise you that with 28% spend share, Instagram is second only to desktop display with 31%, and almost 200% more spend than Facebook. That’s a lot of ad-dollars missed without our newest social channel.

1%








6%

4%

3%

4%3%4%

5%3%

Similarly, the majority of the closing stores were in California, New York, Illinois and Texas, all states where Target maintained high Instagram spend, as seen in Pathmatics Explorer’s Geography Breakdown.





WIth the #4 spot on our Instagram Retail category list is Target. With over 1,800 physical stores and a robust online presence, Target is another advertiser that tells a story of the times we live. With more than $99k in Instagram spend per day, May 31st saw a drop to zero, as looting accompanied peaceful protests across the country, and the proactive decision was made to temporarily shutter or limit hours to more than 170 of their stores, over concern for employee safety.

Lights out on Entertainment

Overview for Target


$180 K

$140 K

$100 K

$60 K

$20 K

Daily Spend

4/15 4/24 5/3 5/12 5/21 5/30 6/7

Geography Breakdown

High-spend Metro

Spend by state

LOW HIGH




https://www.nytimes.com/2020/05/31/business/target-closing-or-cutting-hours-George-Floyd.html

With over $4 million in daily Instagram spend, the CPG category spans thousands of advertisers and brands, and Procter & Gamble (P&G) tops them all at #1 in this category. And with 41% of spend share designated to Instagram, the photo and video sharing social platform has become their primary channel.

However, unique to instagram are the creative breakdowns within the platform. P&G’s instagram spend is divided into stories and videos at 38% and 35%, respectively, with an admirable percentage allotted to status and photo posts.





Overview for Procter & Gramble

Daily Spend$1.4 M

$1 M

$600 K

$200 K



Mobile Video$697 K

Desktop Video$54 M

Facebook$5 M

Twitter$5.3 M

Instagram$30.4 M

4/15 4/24 5/3 5/12 5/21 5/30 6/7

41%

2% 27%

25%

1%1%

3%

Story Post$15.7 M

Video Post$14.5 M

Status Post$6.9 M

Photo Post$3.9 M

Other$93 K

17%

10%

38%

35%

Creative Type Breakdown

Consumer Packaged Goods (CPG):Graming the Goods




The Hershey Company tops our CPG Category at #2, 32% less than P&G’s spend in the channel - having a long climb if they ever want to reach the pole position. With just under $250k in daily Instagram spend, The Hershey Company has remained fairly steady, breaking with some of our previous advertisers as they continue to spend into June.

Hershey also released some interesting creatives on Instagram, keeping a lighter air about them, with a series of ads dedicated to easy recipes for chocolate lovers, hashtagging them #Heartwarmingathome.





Overview for The Hershey Company


$450 K

$350 K

$250 K

$150 K

$50 K

Daily Spend

4/15 4/24 5/3 5/12 5/21 5/30 6/7








It’s been a rough few months for content producers as many physical production studios shut down due to the health crisis, leaving networks scrambling to find content. But as they say, one man’s trash is another man’s treasure, and streaming platforms have picked up the slack in digital advertising. In fact, according to Pathmatics Explorer, the top 4 advertisers on Instagram are all streaming services.

An advertiser comparison of the top 4 shows how each brand is utilizing their spend in Instagram. As we can see, Hulu and Disney are nearly even with $11.9 and $10 million respectively.

Arts & Entertainment: There’s no party without Streamers

Historical Comparison

Daily Spend

Quibi$6.1 M

Disney$11.9 M

Hulu$10 M

Netflix$3 M

4/15 4/24 5/3 5/12 5/21 5/30 6/7

$450 K

$350 K

$250 K

$150 K

$50 K

Top Advertisers for Arts & Entertainment

Rank

1

2

3

4

Advertiser

Hulu

Disney

Quibi

Netflix, Inc.

Direct Spend

$11,902,400

$9,960,100

$6,057,300

$2,953,700

Impressions

1,803,395,800

1,509,109,500

917,775,500

447,536,200

However, this might be a bit deceiving. If we take into account their total spend in all channels, Instagram amounts to 28% of spend share for Hulu and only 12% for Disney.

12%21% 74%

28%




About Pathmatics Pathmatics turns the world’s marketing data into actionable insights. As consumption rapidly shifts to digital, media decisions have become complex and opaque. Pathmatics Explorer, the Pathmatics marketing intelligence platform, creates trust and transparency, bringing visibility into the digital ad performance of brands, their competitors, and entire industries across display, social, video, mobile, and native advertising data. Brands and agencies get access to the creative used by all advertisers, spend and impression data, and path from publisher to viewer, empowering them to minimize waste from their budgets, better position their marketing, and predict the next moves of their competitors. Pathmatics data powers Nielsen’s digital ad intelligence offering, Kantar Media’s Facebook intelligence, and is used by agencies like Mindshare, Mediacom and Possible. Founded in 2011, Pathmatics is headquartered in Santa Monica, California, and backed by Upfront Ventures, BDMI, and Baroda Ventures.

So, what’s our biggest takeaway? While it’s easy to focus on user numbers in social platforms, our data shows that Instagram surprisingly eclipses spend in all other channels, in many categories. The result: Pathmatics Instagram data is a game changer. And with their expected growth and billions in ad spend, the question won’t be, will you need it, but will you be the only one left who doesn’t have it?

The Ultimate Influencer

For more Instagram insights:



Request a free insights report

https://info.pathmatics.com/get-your-free-data-sample




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