SensorTower：2022年第四季度美国应用广告报告_47页_4mb

报告摘要

Q4 2022 U.S. Data Digest Summary

Core Content Overview

The Q4 2022 U.S. Digital Advertising Digest provides insights into the performance of top advertisers, categories, and publisher platforms. It highlights the shift in ad spending patterns, the impact of platform changes, and the influence of major events such as the World Cup on advertising trends.

Main Advertisers

Amazon remained the top advertiser in Q4 2022, maintaining its No. 1 position for the seventh consecutive quarter.
Walmart showed strong growth, increasing ad spend by 71% Q/Q to over $200 million, allowing it to recover its position among the top three advertisers.
PepsiCo saw significant growth on TikTok, increasing ad spend by 239% Q/Q to nearly $20 million, moving into third place on the platform.
L'Oreal grew its TikTok ad spend by 202% Q/Q to $26 million, becoming the second-largest advertiser on the platform.
Paramount Network experienced strong year-over-year growth, increasing its ad budget to $249 million in 2022, with over 52% allocated to social platforms.

Top Ad Spend Categories

The top five categories remained consistent across Q3 and Q4 2022.
Retail saw a 42% Q/Q increase in ad spending, driven by the holiday shopping season.
Consumer Packaged Goods (CPG) increased ad spend on OTT by over 60% Y/Y, moving up two positions to become the top category.
Media increased ad spend on TikTok by 20 percentage points, becoming the second-largest category.
Health & Wellness showed a steady presence on social platforms, with a combined spending of over $10 million on media publisher platforms.

Top Publisher Platforms

Facebook remained the top platform for digital ad spending in the U.S., with ad investment exceeding $7.5 million.
Instagram had the second-highest ad spend, with Amazon maintaining its top position.
Snapchat saw a shift in ad spending, with Meta increasing its investment to over $30 million, moving it to No. 1 on the platform.
TikTok showed the fastest growth, with ad spend increasing by 62% Q/Q to $2.1 billion, and was a key platform for CPG and Retail advertisers.
OTT saw a significant increase in ad investment, particularly from Auto brands, with Chevrolet, Volvo, and Lexus showing growth of 649%, 296%, and 276% respectively.

Key Trends

TikTok emerged as the fastest-growing platform in Q4 2022, with notable increases in ad spend from major advertisers.
Social channels accounted for 63% of total ad spending, with Facebook, Instagram, and Snapchat dominating.
Twitter experienced a major decline in ad spending due to Elon Musk's acquisition, with 30% of top 10 advertisers pausing or reducing investment.
Amazon became the top advertiser on Twitter, increasing its ad spend by at least 36% in Q4 2022.
Cruises & Cruise Services was the only Travel & Tourism subcategory to surpass pre-pandemic ad spend levels, with social platforms showing significant growth.

Year in Review

Total U.S. Digital Ad Spend in 2022 reached $27 billion, with Facebook leading at $1.4 billion.
Instagram had $1.5 billion in ad spend, showing strong performance.
Twitter had only $1.5 million in ad spend, a sharp decline from previous years.
World Cup had a major impact on advertising, with Media brands spending $8.5 million on themed ads in the U.S., and Gaming leading in the U.K. with $887K from Electronic Arts.

Stories of the Year

Travel Bookings Soared: Ad spend in Travel & Tourism increased to pre-pandemic levels, with Cruises & Cruise Services being the only subcategory to surpass pre-pandemic spending.
Elon Musk Era: The acquisition of Twitter led to a significant drop in ad spend, with many top advertisers pausing or reducing investment.
World Cup Advertising: Media brands dominated U.S. World Cup ad spending, while Gaming led in the U.K. with Electronic Arts as the top advertiser.

Additional Notes

Mathematics provides ad spend data powered by a panel of real OTT & CTV viewers.
Sensor Tower is the leading provider of actionable intelligence for the global digital economy, offering comprehensive data on mobile apps and publishers.
TikTok data collection began on January 1, 2022, and includes quarter-over-quarter comparisons.
Snapchat data collection also began on January 1, 2022, with a focus on social ad trends.

Conclusion

Q4 2022 marked a significant shift in digital advertising trends in the U.S., with TikTok and Snapchat gaining traction, while Facebook remained the dominant platform. Amazon continued to lead in ad spending, and the World Cup had a notable impact on advertising strategies, particularly in the Media and Gaming sectors. The transition of leadership at Twitter led to a decline in ad investment, highlighting the importance of brand safety in platform selection.

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