Google, eBay and Hewlett-Packard have been named the top three brands based on digital advertising spend in Australia for the first week of December, according to newly released data from digital marketing intelligence platform, Pathmatics.

The top three brands were trailed by Remarkable AS (digital notebooks), Fitbit, Samsung and Aftershock (PCs), with Garmin, Amazon and JB Hi-Fi rounding out the top 10 ad spenders.

In the retail category, eBay inched ahead of Amazon and Super Retail Group, ahead of others including Luxottica Retail, The Oodie, Officeworks, Big Life Journal, Thermofilm Australia, Market Direct Campers and Ettitude with a total estimated spend of $2.1 million in the first week of December.

In November, overall digital ad spend was also led by Google ahead of eBay and Amazon. HP took out fourth spot ahead of Apple in fifth position, with Step One Clothing, JB Hi-Fi, Samsung, Remarkable and Garmin taking out the remaining spots in the top 10.

In the retail category, eBay was again the leader followed by Amazon, The Oodie, Super Retail Group and Officeworks in the top five, ahead of Luxottica Retail, Woolworths, Kmart, Big Life Journal and Market Direct Campers rounding out the top 10 with a total estimated spend of $10.8 million in the month of November.

Commenting on the trends, Pathmatics regional director for Australia and New Zealand, Eugene Du Plessis said there’s been a significant increase in brands jumping on Black Friday and Cyber Monday deals over the years, and this year was no different.

“Consumer electronic and fashion brands saw the biggest increase in spend, with consumer electronics increasing its overall spend by 26% and fashion increasing by a massive 72% compared to last year,” he said.

“What’s also interesting is the mix of top spenders in recent weeks. It’s not just big brands like Google and Samsung but smaller, local brands like The Oodie in the mix and investing significantly in digital ads to reach consumers. 

“As we edge closer to Christmas and Boxing Day sales, we only expect brands to continue to increase spend as they seek to capture some of the $23.9 billion Australians are expected to spend on Christmas this month.”

Pathmatics is a marketing intelligence platform that provides users insights into digital ad spend, creatives and impression data.

The data is collected via a panel who have opted in to use an app to detect the ads they see in digital environments with Pathmatics applying a cost per mile (CPM – the cost an advertiser pays for 1,000 views of an ad) obtained from Facebook’s public filings, or other public information, to estimate spend.