FANG becoming biggest advertisers: who’s spending what?

Industry Contributor 30 Jun 2019 - 2 min read

FANG becoming biggest advertisers: who’s spending what?

By Paul McIntyre - Executive Editor

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Tags: Facebook, Amazon, Google, Netflix, advertising, media, marketing

Facebook, Amazon, Netflix and Google (aka FANG companies) now rank among the top 100 US ad spenders. And they are spending more globally. (AdAge).

Key points:

FANG companies responsible for $2.4bn, or 30 per cent of US ad growth in 2018
FANG companies increased US ad spending by 37 per cent to $8.9bn; increasing their TV ad spending by 70 per cent to $1.6bn
US: Facebook increased ad spending by 236 per cent to $475m; Amazon by 32 per cent to $4.5bn; Netflix by 70 per cent to $1bn; Alphabet (Google) by 23 per cent to $3bn
Worldwide: Facebook tripled ad spending to $1.2bn; Amazon increased advertising and promotion spend by 30 per cent to $8.2bn; Netflix up 66 per cent to $1.8bn; Alphabet up 23 per cent to $6.4bn

While some big advertisers are paring back spend, the platforms are splashing the cash – and they are spending big on TV, increasing spend on the medium at broadly double the rate of their overall rise. A clear indication that the platforms think TV advertising works and it will be interesting to watch whether that trend continues.

Though the report suggests US and ad global spending by the platforms is increasing, early feedback suggests that trend has yet to make its way to the Australian market, though potential fallout from the ACCC's investigation may yet elicit a counter offensive.

The AdAge data is well worth a read, it's available online and via a download.