Chris "Coz" Costello, Senior Director of Marketing Research @ Skai
Chris "Coz" Costello, Senior Director of Marketing Research @ Skai
In a month with 10% fewer days than the one before, total spending for retail media and paid search in February declined 9% and 10%, respectively, compared to January. Ad pricing did not change appreciably from month to month, meaning that these channels did not see much variation when the calendar is taken into account. More advertisers reduced their investment than increased it.
In social advertising, overall expenditures dropped 19%, but the share of advertisers increasing vs. decreasing spending was closer, with 1 in 5 bumping social budgets up by at least 50%. With CPMs rising for more than half of social advertisers, this points to a few “big fish” decreasing their spend and a continued decrease in total impressions.
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 note. For the purpose of these monthly benchmarks, only Skai accounts with spend above a minimum threshold for the previous three months are included in this analysis.
Overall, spending in paid search dropped 10% from January to February.
Overall, the average cost of a click in paid search advertising rose 1% from January to February.
Overall, spending in social advertising dropped 19% from January to February.
Overall, the average cost of a thousand impressions in social advertising rose 1% from January to February.
Overall, spending in retail media advertising dropped 9% from January to February.
Overall, the average cost of a click in retail media advertising did not change from January to February.
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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