The FAANG group of brands spent nearly $25bn on advertising in 2019, according to company reports. This is up 20.6% year-on-year while more than double the amount spent in 2016.

Amazon is by far the largest advertiser in this group, spending $11.0bn in 2019. Growth is also strong, rising 34.1% year-on-year. Google follows in second, with its parent company Alphabet spending $6.8bn and with more modest growth of 6.3%.

Apple places third, spending $2.2bn on advertising in 2019. As the company has not disclosed its marketing spend since 2015, this is a WARC Data estimate taking into account product launches and changes in related costs. The 2019 total marked double-digit growth (13.8%) year-on-year.

Netflix and Facebook lag further behind, spending $1.9bn and $1.6bn on advertising, respectively. Netflix sees the slowest growth, up just 3.9%, whereas Facebook sees the quickest, rising 42.7% year-on-year.

Taken together, FAANG brands account for nearly 4% of all advertising spend. This is an increase from 3.2% in 2018 and is the second-largest year-on-year rise in share.

Amazon alone accounts for nearly 2% of all advertising investment. However, while its advertising spend is five-times the size of Apple's, the latter has a brand value of $234bn – almost double that of Amazon.

In their campaigns, FAANG brands have seen success through emphasising local culture, geo-targeting and involving and connecting with consumers and other relevant groups.

This strong growth in FAANG advertising spend looks set to continue, with each brand facing distinct challenges. Amazon is facing strong competition in livestreaming and Indian e-commerce, Facebook is emphasising its brand safety and data privacy credentials, while Google is pushing its smart speaker and cloud gaming systems.

Likewise, Apple is hoping to expand its ecosystem into the subscription business while Netflix will shift its marketing to a whole-brand offer in the face of new competitors.