10 biggest worldwide advertisers revealed: Datacenter Weekly

Insights from Ad Age World’s Largest Advertisers 2021 report

“The final tally for advertising’s global pandemic pullback is in: Spending for the world’s 100 biggest advertisers skidded with the second-sharpest drop in the 35 years that Ad Age has produced its global report,” Ad Age Datacenter’s Bradley Johnson reports in an introduction to the just-released Ad Age World’s Largest Advertisers 2021 ranking.

“But the most intriguing takeaway” from the report, Johnson adds, “may be the surprising number of global advertisers that actually increased ad spending amid last year’s tumult.”

Dig deeper:  The Ad Age World’s Largest Advertisers 2021 report includes an exclusive ranking of the top 100 advertisers; a ranking of advertisers with the sharpest ad spending increases and decreases; and stats about the top 100 advertisers by category, country and region.

Keep reading here.

See also:  “Ad Age World’s Largest Advertisers pump up spending,” from Ad Age Datacenter.

Macroeconomic news and data in a nutshell

• “Jobless Claims Rose Last Week But Remained Near Decades-Low,” per The Wall Street Journal.

• “Inflation hits 39-year high—here’s what that means for interest rates,” from Fox Business.

Previously:  “U.S. advertising employment rose by 2,900 jobs in November,” from Ad Age Datacenter.

See also:  “​​Women leaving ad industry at alarming rate,” from Ad Age.

Netflix and app

Measurement and analytics company AppScience is out with new data—shared exclusively with Datacenter Weekly first—about how media consumers are spending their screen time this holiday season. The company is known for serving up intel related to the connected TV and mobile app spaces, and the overlap between them, based on data from 300 million opt-in mobile devices and 55 million CTV households. Leveraging those datasets, AppScience found that: 

• Dating app usage started surging over the Thanksgiving holiday. For instance, Skout usage rose 167% during the weekend after Thanksgiving compared to the previous weekend, while MeetMe usage rose 266% and Grindr saw a 321% usage increase.

• AppScience also looked at CTV viewership among users of dating apps and found that those users also started increasing their TV consumption starting Thanksgiving weekend—most notably watching 44% more channels than the general population.

The bottom line:  If you think of dating apps as a source of content/entertainment—just like TV networks—then perhaps scrolling through profiles is just another form of channel-surfing?