Facebook Advertising Report: United Kingdom | Q1 2021 - Pathmatics
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Facebook Advertising Report: United Kingdom | Q1 2021
Facebook Advertising in the UK
At the end of each quarter, we take a look back at the past few months to identify new trends
and changes in social advertising. In Q1 of 2021, we saw dramatic changes in Facebook
marketing throughout the UK. Food and grocery services pulled back while retailers came
back into the lead. In addition, as we’ve seen in the US and other countries, messaging around
Covid-19 and public safety took center stage.
In fact, from Q4 2020 to Q1 2021, only one advertiser remained in the top 5. Here we investigate
how these advertisers used varied approaches, spending plans and set new Facebook
marketing trends.
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2 | Facebook Advertising Report: United Kingdom Q1 2021
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis..
Top Advertisers: Q1 2021
Our top 5 Facebook advertisers range from professional web development services to Disney. Retailers
made a comeback in the first quarter of 2021. Comparing this quarter to the last, it's evident that these
retailers approached Facebook creatives and spending with well-planned and well-executed strategies.
Wix comes in first, with impressive spending and impressions, knocking the United Kingdom Government
down into second place. The National Health Services rose into the top five alongside Disney and
Mercedes-Benz. After 2020, it's a refreshing blend of public health announcements, retail, and
business-focused marketing efforts.
Top Advertisers for Facebook Q1 2021
Rank Advertiser Direct Spend Impressions
1 Wix.com, Inc. $36,920,000 5,860,320,000
2 GOV.UK $27,186,200 4,315,264,000
nhs.uk
3 National Health Service (UK) $16,125,200 2,559,561,000
4 Disney $14,849,700 2,357,098,000
5 Mercedes-Benz $14,000,700 2,222,329,000
3 | Facebook Advertising Report: United Kingdom Q1 2021
https://ww-https://twit-
w.linke- ter.com/Path-
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel din.com/- matics?ref_s-
compa- rc=tws-
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.. ny/path- rc%5Egoogle%7
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author
#5
Spend:
$14 Million
Impressions:
2.2 Billion +
Mercedes-Benz Unique Creatives:
213
Creative Type Mix:
Dedicated link posts
Targets:
Female, Male, Android users
Mercedes-Benz eased back into Facebook marketing, slowly building their
daily spending until spiking at the beginning of March and then again in
mid-March. This luxury vehicle manufacturer dedicated 83% of their
platform spending to target Android users but evenly split their targeting
between male (49%) and female (51%).
Using dedicated link posts almost exclusively, Mercedes-Benz reused
much of the advertising content. This advertiser repurposed many visual
creatives with minor adjustments featuring different models in a small
way. The low volume of creatives compared to the high-volume
impressions seems to have paid off - a bigger impact by focusing on
consistency over variety.
Similar to other retailers on this list, Mercedes-Benz used their Facebook
ads to communicate how customers can easily shop within the
restrictions of COVID-19 safety measures. Shopping online and receiving
home delivery remained relevant in the manufacturer's advertisements
until the end of March.
Overview for Mercedez-Benz Daily Spend
$700K
$500K
$300K
$100K
1/1 1/16 1/31 2/15 3/2 3/17 31/1
Average Daily Spend: $179,200
4 | Facebook Advertising Report: United Kingdom Q1 2021
https://ww-https://twit-
w.linke- ter.com/Path-
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel din.com/- matics?ref_s-
compa- rc=tws-
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.. ny/path- rc%5Egoogle%7
matics-inc/Ctwcamp%5Es
erp%7Ctwgr%5E
author
#4
Spend:
$14.8 Million
Impressions:
2.3 Billion +
Disney Unique Creatives:
260
Creative Type Mix:
Dedicated link posts and video posts
Targets:
Female, Android users
As plans for mass reopening grabbed the public’s attention in
mid-February, Disney reclaimed its spot as one of the social platform's
top advertisers. Disney aimed to engage users with dedicated link,
video, and photo posts, focusing on the online Disney Store, cruise
options, and Disney +.
Unlike past years in advertising, Disney didn't attempt to garner large
crowds to the theme parks but instead offered convenient and
COVID-19 guideline-friendly retail options and vacation experiences.
Overview for Disney Daily Spend
$900K
$700K
$500K
$300K
$100K
1/1 1/16 1/31 2/15 3/2 3/17 31/1
Average Daily Spend: $179,200
5 | Facebook Advertising Report: United Kingdom Q1 2021
https://ww-https://twit-
w.linke- ter.com/Path-
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel din.com/- matics?ref_s-
compa- rc=tws-
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.. ny/path- rc%5Egoogle%7
matics-inc/Ctwcamp%5Es
erp%7Ctwgr%5E
author
#3
Spend:
$16 Million
Impressions:
2.5 Billion +
National Unique Creatives:
Health Service 264
(UK) Creative Type Mix:
Dedicated link posts
Targets:
nhs.uk
Female, iOS users
The United Kingdom’s National Health Services used an approach similar
to the Government of the United Kingdom. However, the trends in
spending and creative mix vary enough to set them apart. The National
Health Services used the online platform to share information related to
COVID-19, available vaccinations, and ensuring that the public is aware
of the vaccination trial procedure.
The National Health Services focused on link posts, with video posts
making up only 5% of the mix and 1% falling to "other" creative types. NHS
services worldwide are working to reach large audiences, and the UK
NHS is no exception.
Overview for National Health Services (UK) Daily Spend
$700K
$500K
$300K
$100K
1/1 1/16 1/31 2/15 3/2 3/17 31/1
Average Daily Spend: $179,200
6 | Facebook Advertising Report: United Kingdom Q1 2021
https://ww-https://twit-
w.linke- ter.com/Path-
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel din.com/- matics?ref_s-
compa- rc=tws-
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.. ny/path- rc%5Egoogle%7
matics-inc/Ctwcamp%5Es
erp%7Ctwgr%5E
author#2
Spend:
$27 Million
Impressions:
4.3 Billion +
GOV.UK Unique Creatives:
779
Creative Type Mix:
Dedicated link posts, status posts, and video posts
Targets:
Female, iOS, and Android users
The Government of the United Kingdom was the top Facebook
advertiser from March to December 2020. GOV.UK primarily used the
social media platform for information sharing regarding public health
and government changes. Daily spending and impressions showed a
clear spike toward the end of January as COVID-19 resurged before the
cases evened out again.
Unlike other top advertisers on this list, the Government of the United
Kingdom has a moderately diverse mix of creative types, focusing on an
even match of link posts (37%) and status posts (37%). Ultimately, the
government of the United Kingdom put in heavy spending throughout
England and metro areas.
Overview for GOV.UK Daily Spend
$1.1M
$900K
$700K
$500K
$300K
$100K
1/1 1/16 1/31 2/15 3/2 3/17 31/1
Average Daily Spend: $302,100
7 | Facebook Advertising Report: United Kingdom Q1 2021
https://ww-https://twit-
w.linke- ter.com/Path-
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel din.com/- matics?ref_s-
compa- rc=tws-
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.. ny/path- rc%5Egoogle%7
matics-inc/Ctwcamp%5Es
erp%7Ctwgr%5E
author#1
Spend:
$39.6 Million
Impressions:
5.8 Billion +
Wix Unique Creatives:
1,096
Creative Type Mix:
100% Dedicated link posts
Targets:
Female, Android users
Wix makes it easy to fully develop professional websites, and they work
directly with entrepreneurs and business professionals. Their content
strategy? No-nonsense, actionable, and direct. Wix put in the work this
quarter skyrocketing their spending from $8.2 million in Q4 2020 to an
estimated $39.6 million in Q1 2021.
Spikes in early January showed they meant to reach anyone looking to
start a business or website in the new year. With over 5.8 million
impressions, the direct approach seems to work.
Overview for Wix.com Daily Spend
$700K
$500K
$300K
$100K
1/1 1/16 1/31 2/15 3/2 3/17 31/1
Average Daily Spend: $410,200
8 | Facebook Advertising Report: United Kingdom Q1 2021
https://ww-https://twit-
w.linke- ter.com/Path-
All data from Pathmatics Explorer as of 4-15-2021. Pathmatics spend estimates are based on our proprietary panel din.com/- matics?ref_s-
compa- rc=tws-
and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis.. ny/path- rc%5Egoogle%7
matics-inc/Ctwcamp%5Es
erp%7Ctwgr%5E
authorRequest a free insights report
About Pathmatics
Pathmatics turns the world's marketing data into actionable insights. As consumption rapidly shifts to digital,
media decisions have become complex and opaque. Pathmatics Explorer, the Pathmatics marketing
intelligence platform, creates trust and transparency, bringing visibility into the digital ad performance of
brands, their competitors, and entire industries across display, social, video, mobile, and native advertising data.
Brands and agencies get access to the creative used by all advertisers, spend and impression data, and path
from publisher to viewer, empowering them to minimize waste from their budgets, better position their
marketing, and predict the next moves of their competitors. Pathmatics data powers Kantar’s Social Intelligence
and Numerator’s Ad Intel. Founded in 2011, Pathmatics is headquartered in Santa Monica, California, and backed
by Upfront Ventures, BDMI, and Baroda Ventures.
https://ww- https://twit-
w.linke- ter.com/Path-
din.com/- matics?ref_s-
compa- rc=tws-
ny/path- rc%5Egoogle%7
matics-inc/ Ctwcamp%5Es
erp%7Ctwgr%5E
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