While Amazon has the most formidable ecommerce operation in the retail category, Walmart and Target have the biggest brick-and-mortar footprints.
Data from MediaRadar found that Amazon, Walmart and Target are the top retail sites for ad spending, drawing more than $2.3 billion from May 2021 to January 2022. Walmart’s media unit generated $2 billion in revenue in 2021. Amazon’s advertising arm recorded $31.15 billion in revenues for the full year.
The report, which reviewed advertising activity on 22 large retailer sites, found that total advertising buys within its research sample topped $3 billion. About 88% of these advertising buys were directed to native advertising, and 11.5% flowed towards display units. Additionally, 14% of companies buying ads in January 2022 had done so every month since May last year.
The lowest amount of spending was recorded in May 2021, with ad spend touching $218 million. At $500 million, consumer packaged goods accounted for 17% of total advertising buys. In the CPG category, Reckitt Benckiser, Kellogg and Mondelez emerged as the most substantial spenders.
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