Chris "Coz" Costello, Senior Director of Marketing Research @ Skai™
Chris "Coz" Costello, Senior Director of Marketing Research @ Skai™
With Amazon Prime Day in the rearview mirror, more than half of Retail Media advertisers saw both their budgets and their ad prices decrease by at least 10% in August.
Paid social ad prices stayed level from month-to-month, with a slight increase in overall spending then coming from additional impression volume. Paid search saw very little change last month, with spending staying level and cost-per-click up just 2% compared to July.
How do you measure up? Check out these benchmarks to see if your programs are on par with your industry peers or if you’re ahead or behind the curve.
This is a continuation of our monthly paid media snapshot series. As with any benchmark, your mileage may vary, but we hope this provides a bit more context for you as a marketer as you navigate the ups and downs of your program’s performance.
Methodology: For these benchmarks, only Skai accounts with spend above a minimum threshold for the previous three months are included. As of April 2022, spending benchmarks use average daily spending to control for longer and shorter months. Please note that the selection criteria used here are different from the Skai Quarterly Trends Report, which can sometimes lead to different results between the two analyses.
Overall, average daily spending in paid search did not change from July to August.
Overall, the average cost of a click in paid search advertising rose 2% from July to August.
Overall, average daily spending in social advertising increased 5% from July to August.
Overall, the average cost of a thousand impressions in social advertising did not change from July to August.
Overall, average daily spending in retail media advertising dropped 23% from July to August.
Overall, the average cost of a click in retail media advertising decreased 12% from July to August.
Come back next month for the most up-to-date data. Until then, you can dive into more of our research via our Quarterly Trends Reports hub.
And please visit the Skai blog and Research & Reports page for ongoing insights, analysis, and interviews on all things related to digital advertising.
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