Chris "Coz" Costello
Senior Director of Marketing Research @ Skai
Chris "Coz" Costello
Senior Director of Marketing Research @ Skai
December marked a decrease in ad spending and pricing as the premiums of the Thanksgiving weekend in the previous month began to recede.
A majority of accounts in paid search, paid social, and retail media all saw average daily spending decline by at least 10% in December compared to November. About a third of accounts saw CPC drop at least 10% in paid search and retail media, while more than half of paid social media accounts paid at least 10% less CPM.
How do you measure up? Check out these benchmarks to see if your programs are on par with your industry peers, 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 spend 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 from the two analyses.
Overall, average daily spending in paid search dropped 18% from November to December.
Overall, the average cost of a click in paid search advertising decreased 9% from November to December.
Overall, average daily spending in social advertising dropped 35% from November to December.
Overall, the average cost of a thousand impressions in social advertising decreased 13% from November to December.
Overall, average daily spending in retail media advertising dropped 22% from November to December.
Overall, the average cost of a click in retail media advertising decreased 8% from November to December.
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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