Meta generated £98.5bn in advertising revenues in 2021, according to the latest research by Sortlist, which also revealed the UK industries that have spent the most on Meta advertising since November 2018.
The top 10 biggest ad investors spent over £45 million on 196,292 ads to run on the social media platform in the last four years alone.
Charities have invested the most in Meta advertising since November 2018, spending around £19.5 million on a total of 43,931 ads. Some 1,722 Meta campaigns cost Greenpeace UK £2.2 million, while WaterAid UK spent around £500,000 on 1,943 ads.
Organisations like WWF UK, IRC, and Shelter each spent over one million pounds each on marketing on the platform.
Despite spending the most, charities produced only half the ads the government/political policies produced, creating 115,027 ads at a cost of £15.7 million.
READ MORE: Top 10 most complained-about TV ads in the UK
While the Scottish government invested over £2 million to produce 2,412 ads, the Labour Party spent over half of this amount (£1 million) on 40,203 ad spots. The Conservative Party invested a similar amount but only managed to amass 21,565 ads.
Energy companies, magazine publications, activist groups and interestingly enough social media platforms, each spent around one million pounds on a total of 13,180 ad campaigns.
Ecommerce institutions produced the lowest amount of marketing campaigns, investing £976,909 in just 37 ads calculating at around £26,000 per ad.
The UK health industry, public and private, spent the least amount on Meta advertising, with 189 ads coming at the cost of £400,000.
“According to our survey, advertising still being one of the most used marketing techniques, it’s no surprise most that companies want to have visibility on this platform and are willing to spend their budget on it,” Sortlist concluded.
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