If you want to see what’s driving ad spending, just look at the gains: The biggest U.S. internet companies—including the likes of Amazon, Facebook and Uber—are powering the ad market as they double down on their own marketing.
That’s the key takeaway from the 64th annual Ad Age Leading National Advertisers 2019 report, which tracks trends in national ad spend. Here are 10 quick takeaways from Ad Age Datacenter’s analysis of the nation’s true blue-chip advertisers, who don't always look like last year's (listen to the "Ad Lib" podcast above for all that and more):
The top 200 U.S. advertisers increased ad and marketing services spending 3.6 percent in 2018 to $163 billion
But the devil's in the details. A roster of 19 internet-centric companies, from Amazon to Uber, drove that spending. Factor out the internet companies and spending for the remaining 181 marketers rose a meager 1.7 percent. Spending for the 19 internet companies jumped a whopping 23 percent.
Among the top 200 advertisers, seven of the 10 companies with the highest percent U.S. spending increases are internet plays
Highest growth: Facebook (up 236 percent), Netflix (70 percent) and pet-supply retailer Chewy (55 percent), with sizable gains at web retailers Overstock, Wayfair and Amazon and auto site CarGurus.
Some internet companies are hugely reliant on advertising to drive business
LendingTree last year poured 61 percent of revenue into advertising. CarGurus spent 53 cents on advertising for each dollar of revenue. Travel venture TripAdvisor spent about 34 percent of net sales on ads.
For the first time, the FANG gang all rank among the top 100 U.S. advertisers
Facebook, Amazon, Netflix and Google parent Alphabet are all major media companies. And they are all spending more than ever on their own advertising.