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1、The State of Social Advertising in Europe An Analysis of Social Ad Spending Trends and Top Advertisers 2022 Sensor Tower Inc.-All Rights Reserved|Table of Contents03-Social Ad Overview 10-Arts&Entertainment 17-Gaming 22-Conclusion 2 An Overview of Social Ads in EuropeSocial Ad Overview:Europe 2022 S

2、ensor Tower Inc.-All Rights Reserved|U.K.Advertisers Lead the Region with$736 M in Social Ad Spend per Month Social Advertising Overview,Europe between May 2022 and August 20224F57%of Total Ad Spending on Social Channels was Allocated on Facebook$1.46B Average Monthly Social Ad Spending336B Average

3、Monthly Social Ad Impressions5%36%57%FacebookInstagramTikTokSnapchat$0$150M$300M$450M$600M$750MU.K.Germany FranceItalySpain020B40B60B80B100B120BU.K.FranceItalyGermanySpain2%Note:Estimated ad spending across Europes big 5 countries(U.K.,Spain,Italy,France and Germany)between May 2022 and August 2022

4、2022 Sensor Tower Inc.-All Rights Reserved|Amazon Was the Top Advertiser across Key Social ChannelsTop Advertisers by Social Ad Spend in Europe between May and August 20225Note:Estimated ad spending across Europes big 5 countries(U.K.,Spain,Italy,France and Germany)between May 2022 and August 2022Fa

5、cebook1Amazon2Vodafone3LOreal4Diageo5Secret Media6Beiersdorf7Samsung8Lidl9Sky plc10AdobeInstagram1Amazon2Procter&Gamble3LOreal4Diageo5Adobe6Mondelez7Unilever8Samsung9Disney10ZalandoTikTok1Amazon2Disney3SheIn4LOreal5Samsung6Procter&Gamble7Nike8Apple9Unilever10SonySnapchat1Amazon2Coca-Cola3Apple4Nike5

6、Zalando6Samsung7Headspace8ROBLOX Corporation9Procter&Gamble10Under Armour 2022 Sensor Tower Inc.-All Rights Reserved|Retail Advertisers Led in Spending across Social ChannelsTop Categories by Ad Spending in Europe on Social Channels6Note:Estimated ad spending across Europes big 5 countries(U.K.,Spai

7、n,Italy,France and Germany)between May 2022 and August 2022Instagram1Retail22.2%2Consumer Packaged Goods14.4%3Jobs&Education5.9%4Food&Drink Services5.8%5Arts&Entertainment5.5%V1Retail11.2%2Consumer Packaged Goods10.7%3Food&Drink Services5.9%4Business5.7%5Financial Services5.6%TikTok1Retail17.8%2Cons

8、umer Packaged Goods12.2%3Gaming11.6%4Arts&Entertainment10.8%5Computers&Consumer Electronics5.2%Snapchat1Retail17.6%2Gaming13.4%3Consumer Packaged Goods11.5%4Computers&Consumer Electronics7.4%5Arts&Entertainment5.7%Facebook 2022 Sensor Tower Inc.-All Rights Reserved|Advertisers in Retail Slowed Ad Sp

9、end on Social ChannelsWhile Food&Drink Services advertisers in Europe had relatively stable investments on social ad spending,advertisers in Retail dropped their social ad budget over the past four months from$255 million in May 2022 to$215 million in August 2022,down 16 percent.Despite this decline

10、,Retail remained the No.1 category on social channels,with its Share of Voice(SOV)at 15 percent.Expect Retail ad spend to pick back up again leading into the shopping holiday season.7Note:Estimated ad spending across Europes big 5 countries (U.K.,Spain,Italy,France and Germany)between May 2022 and A

11、ugust 2022.Social Channels included Facebook,Instagram,TikTok,Snapchat$0$10M$20M$30M$40M$50M$60M5/1/225/8/225/15/225/22/225/29/226/5/226/12/226/19/226/26/227/3/227/10/227/17/227/24/227/31/228/7/228/14/228/21/22RetailConsumer Packaged GoodsFood&Drink ServicesWeekly Ad Spend for the Top 3 Categories 2

12、022 Sensor Tower Inc.-All Rights Reserved|Ad Spending on TikTok Spiked in 2022Unlike Facebook and Instagram where advertisers in Europe had relatively steady investment,ad investment on Snapchat and TikTok varied over the past four months.In particular,ad spending on TikTok spiked in July 2022,incre

13、asing by 18 percent from$67 million in May 2022 to$79 million.With the exception of Retails ad spending on TikTok slightly decreasing in July 2022,advertisers in the rest of the top categories(CPG,Gaming,Arts&Entertainment,and Computers&Consumer Electronics)increased their allotted budgets on TikTok

14、 by at least 40 percent in July 2022,compared to May.Note:Estimated ad spending across Europes big 5 countries (U.K.,Spain,Italy,France and Germany)between May 2022 and August 2022Growth in Monthly Ad Spend by Social Channels-10%-5%0%5%10%15%20%May 2022Jun.2022Jul.2022Aug.2022FacebookInstagramSnapch

15、atTikTokNote:Data is indexed to May 2022 May 2022=0%8 2022 Sensor Tower Inc.-All Rights Reserved|TikTok Continues to Lead App Adoption Market ShareTikTok has rapidly gained market share in Europe since it was launched in 2014(originally known as Musical.ly),making it a more important advertising cha

16、nnel than ever for European marketers to pay attention to in 2022.In 2020,TikToks app installs surpassed social giants including Facebook and Instagram,with 40 percent of market share among the top social apps in Europe.The trend continued into 2022,with TikTok commanding the most new installs among

17、 top social apps in Europe.TikTok has accounted for the largest share of downloads since 2020.On the contrary,Snapchat has lost its share of downloads among top social apps,declining from 31 percent in 2016 to 17 percent in H1 2022.Note:Download data is for European countries(U.K.,Spain,Italy,France

18、 and Germany)on the App Store and Google PlayProportion of Installs Among Top Social Apps in Europe201620172018201920202021H1 20220%25%50%75%100%34%33%40%26%23%11%11%17%16%15%22%22%32%31%26%27%26%30%30%29%25%23%24%20%21%24%28%34%FacebookInstagramSnapchatTikTok9 An Overview of the Ad spending Trends

19、for the Top Arts&Entertainment Advertisers in the EuropeArts&Entertainment:Europe 2022 Sensor Tower Inc.-All Rights Reserved|Amazon and Disney Invested Heavily in Their Streaming ServicesAmazon was the largest Arts&Entertainment Advertiser on social channels,with$47 million in ad spending between Ma

20、y 2022 and August 2022.Its competitor Disney ranked as the No.2 advertiser with$37 million in ad spending.Both Amazon and Disney invested heavily in their streaming service brands.Amazon allocated nearly 50 percent($23 million)of its social ad budget on Prime Video ads in the past four months,while

21、Disney invested more than three-quarters of its budget($29 million)on social ads for its Disney+streaming service.Note:Estimated ad spending across Europes big 5 countries (U.K.,Spain,Italy,France and Germany)between May 2022 and August 2022.Social Channels included Facebook,Instagram,TikTok,Snapcha

22、tTop Arts&Entertainment Advertisers by Social Ad SpendingADisneyFever LabsDisplateJustWatchWarner Bros.NetflixSonyNBC UniversalUniversal MusicLive Nation$0$10M$20M$30M$40M$50M11 2022 Sensor Tower Inc.-All Rights Reserved|Amazon Invested on Social Ads After the Paramount+U.K.LaunchAmazon Prime Video

23、brand saw their ad investment reach$9.5 million in July 2022,up 68 percent month-over-month.Among Europes big five countries,Amazons biggest ad push came from the U.K.where they doubled their Prime Video ad spending to nearly$4 million in July.Amazon actively promoted Paramount+in the U.K.after it l

24、aunched towards the end of June.It spent a total of$1.5 million on its top creative in the first half of July which read“Discover a mountain of content with Paramount+on Prime Video Channels.While Amazon increased its social ad budget for its Paramount+channel,Disney+shifted its ad budget away from

25、social platforms to Desktop/Mobile Display.Its ad spending on social channels dropped to$6.3 million in July,down 21 percent M/M.Note:Estimated ad spending across Europes big 5 countries (U.K.,Spain,Italy,France and Germany)between May 2022 and August 2022.Social Channels included Facebook,Instagram

26、,TikTok,SnapchatMonthly Ad Spending for the Top 3 Streaming Service Brands$0$2M$4M$6M$8M$10MMay 2022Jun.2022Jul.2022Aug.2022NetflixPrime VideoDisney+12 2022 Sensor Tower Inc.-All Rights Reserved|Disney+s Ad spend Peaked a Week after Obi-Wan Kenobi Released In the U.K.,Disney ramped up its ad spendin

27、g on Facebook right after the first episode of Obi-Wan Kenobi premiered on May 27th.It spent nearly$15 million on Facebook during the week of May 29th,which was nearly three times higher than the average of the prior three weeks.Disneys ad push for its new original series “Obi-Wan Kenobi”helped boos

28、t its Disney+app installs during the week of May 29th,up 15 percent compared to the previous week.Note:Estimated ad spending in the U.K.Disney+Social Ad Spend&App Downloads in the U.K.050,000100,000150,0005/1/225/8/225/15/225/22/225/29/226/5/226/12/226/19/226/26/227/3/227/10/227/17/227/24/227/31/228

29、/7/228/14/228/21/22Disney+Social Ad Spend in the U.K.$0$500K$1M$1.5M$2M5/1/225/8/225/15/225/22/225/29/226/5/226/12/226/19/226/26/227/3/227/10/227/17/227/24/227/31/228/7/228/14/228/21/22FacebookInstagramSnapchatTikTokDisney+App Downloads in the U.K.(App Store and Google Play)13 2022 Sensor Tower Inc.

30、-All Rights Reserved|Amazon Musics Ad Spending Peaked a Week Before Prime Day SaleAmazon centralized its advertising budget for its upcoming Prime Day deal starting in late July.It started running a special deal“Get 4 months of Amazon Music Unlimited for free”two weeks before the Prime Day sale.Its

31、social ad spending ramped up by nearly 600 percent during the week of June 26th week-over week and it peaked the week July 3rd at more than$6.5 million in ad spending.Meanwhile,at end of the English Football League season,Spotify invested more on social advertising for its football related podcasts.

32、In May 2022,Spotify spent more than$230 thousand on its top creative which highlighted“football stories told by the biggest names in the game”to attract football fans to their exclusive content.Note:Estimated ad spending in the U.K.Top Music Advertisers in the U.K.Weekly Ad Spending$0$1M$2M$3M$4M$5M

33、$6M$7MAmazon MusicSpotify$0$100K$200K$300K$400K$500K5/1/225/8/225/15/225/22/225/29/226/5/226/12/226/19/226/26/227/3/227/10/227/17/227/24/227/31/228/7/228/14/228/21/22Prime Day Amazons two-day sale on July 12-1314 2022 Sensor Tower Inc.-All Rights Reserved|Spotify Utilized a More Diversified Ad Strat

34、egyAmazon Music and Spotify employed very different social ad strategies in the U.K.While Amazon Music allocated 88 percent of its ad budget to Facebook,Spotify had a more diversified strategy across social channels,spending at least 17 percent on four different platforms with Instagram leading the

35、way at 45 percent.Amazon tended to include a link with a call to action like“get offer”to lead potential users to the Amazon Music home page for more information.More than 90 percent of its total ad spending went toward creatives of this type.Meanwhile,its competitor Spotify was more likely to use s

36、tory posts to get people engaged with brand.Note:Estimated ad spending in the U.K.between May though August 2022Social Ad Strategy Amazon Music vs.SpotifyAd Spend Breakdown by Social DevicesAd Type Breakdown on Social Devices0%25%50%75%100%Amazon MusicSpotify18%17%1%45%11%20%88%FacebookInstagramTikT

37、okSnapchatAmazon Music5%91%Spotify2%50%4%23%21%LinkVideoPhotoStoryReelCarousel15 2022 Sensor Tower Inc.-All Rights Reserved|Amazon and Spotify Creative StrategiesSpotify and Amazon Music are the most downloaded music apps in the U.K.Amazons top creatives between May 2022 and August 2022 focused on 3

38、-or 4-month free trials,with highlighted keywords“Limited-time(offer)”and“Free”.Spotify had more diversified creatives.Instead of relying on ads for promotions,it had various creative content that targeted different audiences.For example,its top creative emphasized football-themed podcasts for sport

39、s fans.Meanwhile,other creatives mentioned positive survey results from young audiences to appeal to Gen Z and Millennial consumers.Note:Estimated ad spending in the U.K.between May though August 2022Top Creatives between May 2022 and August 202216 An Overview of the Ad Spending Trends for the Top G

40、aming Advertisers in the EuropeGaming:Europe 2022 Sensor Tower Inc.-All Rights Reserved|Nintendo Steadily Climbed the Top Game Advertiser Rankings Top Gaming Advertisers by Social Ad Spend in Europe18Note:Estimated ad spending across Europes big 5 countries(U.K.,Spain,Italy,France and Germany)betwee

41、n May 2022 and August 2022May1Entain2888 Holdings3Take-Two Interactive 4CluedUpp5Tencent6Humble Bundle7Sony Games8Nintendo9Bonne Terre Limited10Lilith GamesJune1Epic Games2Take-Two Interactive3Entain4Nintendo5888 Holdings6Humble Bundle7CluedUpp8Sony Games9Tencent10Activision BlizzardJuly1Entain2Elec

42、tronic Arts3888 Holdings4Nintendo5Take-Two Interactive6Activision Blizzard7Sony Games8Ubisoft9CluedUpp10Humble BundleAugust1Nintendo2Electronic Arts3Entain4888 Holdings5Activision Blizzard6Humble Bundle7Bonne Terre Limited8Take-Two Interactive9Sony Games10Tencent 2022 Sensor Tower Inc.-All Rights Re

43、served|Nintendo Ramped Up Social Ad Investment in August 2022Nintendo increased its ad spend on social channels between May 2022 and August 2022.It moved up from ranking as the No.8 Gaming advertiser in May to the top spot in August.Nintendo ramped up its ad investment on Facebook and Instagram for

44、the release of its new game“Xenoblade Chronicles 3.”Its ad spending on social platforms reached$4 million in August 2022,up 64 percent compared to the previous month.Note:Estimated ad spending across Europes big 5 countries (U.K.,Spain,Italy,France and Germany)between May 2022 and August 2022Weekly

45、Nintendo Ad Spending on Social in Europe$0$200K$400K$600K$800K5/1/225/8/225/15/225/22/225/29/226/5/226/12/226/19/226/26/227/3/227/10/227/17/227/24/227/31/228/7/228/14/228/21/22FacebookInstagramTikTokSnapchat19 2022 Sensor Tower Inc.-All Rights Reserved|TikTok has been a Key Social Channel for Supers

46、onicTikTok was the only social channel where each of the top mobile game publishers allocated at least 15 percent of their U.K.ad budget.In particular,Supersonic and Voodoo prioritized the channel with more than 50 percent of their social ad budget.Hypercasual mobile game publishers Supersonic and V

47、oodoo tend to market themselves towards a younger audience and mainly invested their advertising budgets on TikTok and Snapchat.Meanwhile,Take-Two Interactive,publisher of games including NBA 2K and Grand Theft Auto Online,had a more diversified strategy across social channels,spending at least 15 p

48、ercent on four different channels.Note:Estimated ad spending in the U.K.between May 2022 and August 2022Top 5 Mobile Game Publisher in U.K.Ad Spending Share Among Social ChannelsTake-Two Interactive15%15%39%31%FacebookInstagramTikTokSnapchatEmbracer Group22%44%34%AppLovin9%36%48%7%Supersonic24%65%11

49、%Voodoo42%52%7%20 2022 Sensor Tower Inc.-All Rights Reserved|Snapchat Advertising has Played an Important Role for VoodooSocial advertising has played an important role for the games industry.Gaming advertisers in the U.K.allocated 53 percent of their total ad spending on social channels between May

50、 to August 2022.Analyzing Voodoos ad spending and download data over the past four months reveals a strong relationship between both Snapchat and TikTok ad spend and new app downloads.In contrast,Voodoo invested very little on Instagram over this period.As Voodoo is a consistent top performer in the

51、 hypercasual games space,this suggests that top hypercasual publishers may find more success with Snapchat and TikTok ads.Note:Estimated ad spending in the U.K.Voodoos Weekly Ad Spending in the U.K.Downloads0200K400K600KAd Spending$0$25K$50K$75K5/1/225/8/225/15/225/22/225/29/226/5/226/12/226/19/226/

52、26/227/3/227/10/227/17/227/24/227/31/228/7/228/14/228/21/22DownloadsInstagramTikTokSnapchatVoodoos Weekly Ad Spending in the U.K.$0$20K$40K$60K300K350K400K450K500K$0$20K$40K$60K300K350K400K450K500KSnapchat Ad Spend and App Installs CorrelationTikTok Ad Spend and App Installs CorrelationCorrelation c

53、oefficient:0.64Correlation coefficient:0.5221 Key Takeaways from the ReportConclusion 2022 Sensor Tower Inc.-All Rights Reserved|Conclusion:Social Advertising in Europe Between May 2022 and August 2022,advertisers in Europes big five(the U.K.,Spain,Italy,France and Germany)spent nearly$1.5 billion p

54、er month on social channels.Facebook was the top ad channel in the Europe,receiving more than half of the spend.Retail was the No.1 category across key social channels.Despite Retail advertisers decreasing their spend from$255 million in May to$215 million in August 2022,Retail remained the No.1 cat

55、egory across the four major social channels,with its Share of Voice(SOV)at 15 percent.Amazon and Disney invested heavily in their streaming service brands in Europe.Between May and August 2022,Amazon spent$23 million on Prime Video ads on social channels while Disney spent$29 million on Disney+ads.A

56、mazon centralized its advertising budget for their upcoming Prime Day deal.It ran a big ad campaign for Amazon Music two weeks before Prime Day,primarily using link posts on Facebook to advertise three or four months of free access to Amazon Music Unlimited.Analyzing Voodoos ad spending and download

57、 data in the past four months,there was a strong relationship between Snapchat and TikTok ad spend and downloads.This suggests that hypercasual games may find more success focusing on these social channels with a younger user base.23 2022 Sensor Tower Inc.-All Rights Reserved|L O N D O NS A N F R A

58、N C I S C OS H A N G H A IS E O U LSensor Tower is the leading provider of actionable intelligence for the global digital economy,while Pathmatics turns the worlds marketing data into actionable insights.Sensor Tower provides enterprise-level data on mobile apps and publishers through proprietary St

59、ore Intelligence,Ad Intelligence,Usage Intelligence,Consumer Intelligence,and App Intelligence platforms,which offer download,revenue,share of voice,and engagement metrics at unparalleled accuracy for the worlds most important markets.Acquired in 2021 by Sensor Tower,Pathmatics brings visibility int

60、o display,social,video,OTT,and mobile advertising data.2022 Sensor Tower Inc.-All Rights ReservedAbout Sensor TowerContact Info: sensortower24Contact Info: sensortower 2022 Sensor Tower Inc.-All Rights Reserved|This report and all original content contained within are wholly owned by Sensor Tower,In

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62、uld like to republish any of the data contained in this report,please email for further information on how to do so.Were always happy to work with news organizations to provide custom data,insights and commentary.Contact for help.Sensor Tower&Pathmatics Terms of Use 2022 Sensor Tower Inc.-All Rights Reserved|25