Network video report
As one of the big four streaming video services, YouTube accounts for about a quarter (21%) of OTT's home video watches, so two-and-a-half marketers expect to increase the platform's advertising activity in the near future. PayPal is the biggest advertiser on YouTube so far this year, according to a new report by Pathmatics.
PayPal's advertising spending on YouTube was estimated at $150 million as of August 19. PayPal's YouTube advertising spending doubled between the first quarter ($39 million) and the second quarter ($88 million). The investment resulted in 16.8 billion presentations.
So far this year, The second-largest advertiser on YouTube is Apple, spending $101.2 million on ads.
In the first half of 2020, the two highest-spending advertisers on Facebook were Disney ($91.9 million) and Procter and Gamble ($63.6 million).
Hulu, itself an advertising platform, has invested about $58.3 million in advertising. As one of the big four streaming services, Hulu has attracted spending from advertisers such as Carvana ($11.2 million), Geico ($7.9 million) and Fox ($6 million) by July 2020.
In July, three of Wal-Mart's top 10 creatives were placed on Hulu. The ideas focused on Wal-Mart's safe provision of essentials to Americans during the new coronavirus epidemic. While many brands have eliminated most OFVID-19-related ads, Wal-Mart has realized that consumers may be watching Hulu on the couch during quarantine.
TikTok advertising spending
Although Pathmatics does not currently track ads on the TikTok platform, it is itself an advertiser.
TikTok has spent more than $5 million on digital advertising so far this year, with the largest investment going to mobile displays, the report said. In the June-July period, TikTok's advertising spending on mobile channels grew by 58%, accounting for more than a third (35%) of TikTok's monthly advertising spending.
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