Leading Brands in Business & Industrials: Q3 2024 Performance Overview

In Q3 2024, the Business & Industrials category in the US demonstrated significant digital engagement across key players such as UPS, FedEx, and Paylocity. Sensor Tower's extensive data offers critical insights into the performance and trends of these brands, emphasizing audience behaviors across web and app platforms. This article examines the data trends and advertising strategies of these leading brands, providing a comprehensive view of their digital presence.

UPS (United Parcel Service of America, Inc)

UPS's digital ecosystem comprises its websites, theupsstore.com and ups.com, alongside the UPS app.

• Audience Trends:

  • theupsstore.com experienced a decline in monthly visits, from approximately 21M in April to about 13M by September.

  • ups.com maintained strong engagement, with monthly visits consistently above 300M, reflecting a loyal user base.

• App Engagement:

  • The UPS app maintained a steady monthly active user base, with users remaining above 1.2M.

• Ad Spend & Channels:

  • Monthly ad spend peaked in April at nearly $3M. Impressions were highest on platforms like Facebook and Instagram, with significant investment in OTT channels (learn more about OTT).

FedEx

FedEx's digital presence is anchored by its website, fedex.com, and the FedEx Mobile app.

• Audience Trends:

  • fedex.com visits remained robust, consistently surpassing 200M monthly. Unique visits showed a slight increase, indicating growing reach.

• App Engagement:

  • The FedEx Mobile app maintained a stable monthly active user base, with users reaching over 1.1M by September.

• Ad Spend & Channels:

  • Monthly ad spend peaked in May at just under $2M, with high impressions on TikTok and Instagram. Desktop display was a significant channel, reflecting a balanced digital strategy.

Paylocity

Paylocity's online presence includes paylocity.com and the Paylocity app.

• Audience Trends:

  • paylocity.com saw monthly visits decline from around 66M in April to about 52M in September, though unique visits remained stable, indicating steady user interest.

• App Engagement:

  • The Paylocity app demonstrated growth in monthly active users, reaching over 3M by September, underscoring the app’s increasing importance.

• Ad Spend & Channels:

  • Monthly ad expenditures increased, with a notable rise in June at over $400K. LinkedIn was a key channel, reflecting Paylocity's focus on professional audiences.

Conclusion

The Q3 2024 data highlights the dynamic digital strategies of UPS, FedEx, and Paylocity within the Business & Industrials category. Sensor Tower's unrivaled data offerings, including Web Insights, App Performance Insights, and Pathmatics, deliver essential insights into cross-platform user behavior, empowering brands to refine strategies and optimize their digital footprints. These insights provide decision-makers with valuable tools to navigate the evolving digital landscape effectively.