Chris "Coz" Costello, Senior Director of Marketing Research @ Skai
Chris "Coz" Costello, Senior Director of Marketing Research @ Skai
The Amazon Prime Day sales event helped drive average daily spending for the Retail Media channel up in July for nearly half of retail media advertisers compared to June. Overall spending increased 10% as a result.
Search and social advertisers were more likely to see a decrease in spending, with only about a quarter of advertisers seeing their budgets go up. In both of these channels, unit pricing was also generally down, which contributed to the spending declines.
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 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 5% from June to July.
Overall, the average cost of a click in paid search advertising decreased 3% from June to July.
Overall, average daily spending in social advertising dropped 11% from June to July.
Overall, the average cost of a thousand impressions in social advertising decreased 7% from June to July.
Overall, average daily spending in retail media advertising increased 10% from June to July.
Overall, the average cost of a click in retail media advertising rose 4% from June to July.
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.
We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.
Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.