Amazon was the company with the biggest investment, US$ 16.9 billion, up 55% from 2020
Tech giants Alibaba, Alphabet, Amazon, Baidu, Meta, Microsoft, Netflix and Tencent ended 2021 with ad spend totaling $46.6 billion, up 49.4% from 2020, according to Warc survey. The amount represents 6% of all global advertising spend.
If the trajectory is maintained, according to the entity, the global expenses of these tech companies with ads will exceed 10% by 2030. This is because they grow at a faster pace (49.4%) than other segments, such as media and publishing (+34% ), technology and electronics (+26%) and retail (+21%). These platforms contributed more than a tenth (10.4%) of all global growth in 2021.
Amazon was the company that presented the biggest investment, US$ 16.9 billion, up 55% over 2020. In second place, Alibaba, with US$ 8.8 billion and up 84.4% .
The numbers show that the Chinese platform has increased its share of total spending in the “Big Tech” category, from 2.9% in 2014 to 19% in 2021. It even surpassed, for the first time, Alphabet, owner of Google, which contributed US$ 7.9 billion and expanded the values by 47%.
At the other end, Microsoft recorded the lowest ad revenue commitment. It stood at US$ 1.5 billion, an amount that has remained stable since 2016. According to Warc, it is a scenario that should change, both due to the company’s interest in the metaverse and the probable acquisition of the game company Activision Blizzard.
