Monthly Paid Media Spend Snapshot – November 2021

The holiday season began in earnest in November across digital channels. One out of five paid social advertisers increased their spending by 50% or more compared to October. Not to be outdone, one in three retail media advertisers upped budgets by at least half. Paid social spending was more mixed, with 36% of accounts decreasing monthly spending, compared to 46% who spent more. Paid social ad prices spiked by 22% in November, with nearly three-quarters of accounts seeing their CPM rise by at least 10%. For retail media and paid search, the price of a click increased by at least 10% for about half of advertisers.

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