It appears Chinese advertisers continue to spend on Meta.
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According to Sensor Towers [1], Temu’s digital advertising spend in U.S grew by 280% y/y in Q4 2023, making it the fifth largest digital advertiser in U.S compared to a year ago when it was the 65th biggest advertiser.
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Similarly, Shein saw its digital ad spend rise by 120% y/y, making it the 16th largest U.S advertiser compared to a year ago when it was ranked 48th.
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46% of Temu’s total ad spend and 44% of Shein’s ad spend went to Meta in Q4.
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Temu and Shein were Meta’s 2nd and 4th-largest advertisers in Q4.
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MediaRadar estimates that Temu spent $517 million in U.S advertising in Q4 2023 while Goldman Sachs projects that Temu spent $1.2 billion on Meta in 2023 [2].
Context
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Sensor Tower is a market research firm that provides real time insights on digital advertising.
“Our data scientists and algorithms process trillions of aggregated data points from a variety of proprietary research panels, to craft our unique breed of market intelligence.”[3]
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MediaRadar provides advertising analysis to over 4 million brands across multiple media platforms such as TV, digital, mobile, email, events, social media, and print [4].